Use the Prism to Stop Touchpoint Drift

Principle: Every touchpoint should express the same identity system. The teach Kapferer's prism separates identity into six facets: physique, personality, culture, relationship, reflection, and self-image. D2C brands need this because they control many customer moments and can accidentally let each channel invent its own version of the brand. Why it works The prism makes inconsistency visible. A playful ad can still fit a serious brand if the personality and relationship facets are intentionally playful. But a playful ad, clinical product page, and cold support script usually signal drift, not range. Practice move Before approving a new channel asset, ask which…

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