Aiming for consistency in branding achieves brand legibility (customer can figure out progressions and segments intuitively) but branding is about so much more

Aiming for consistency in branding achieves brand legibility (customer can figure out progressions and segments intuitively) but branding is about so much more than that. It’s about name recognition, cachet, aspirational qualities, etc. which are all way more important than consistency. Inconsistency is sometimes a tool for achieving differentiation.