The same, but different
Brick-and-mortar, face-to-face, desktop, mobile, social media. How do you create a consistent look and feel on all of these different customer touchpoints? The plethora of new channels has meant more time, consideration and cost goes into marketing materials. Brands have also had to find ways to balance their branding in relation to different mediums.
A good example of this would be the infamous Wendy’s twitter account which is known for replying in a snarky of insulting manner to other users. Whilst many people love this approach online, and it does a great job of cutting through the noise, they would not be so happy to receive this sort of treatment from a server in a real restaurant.
If you can understand how customer expectations relate to your brand positioning, it makes it much easier to adapt to different mediums.