Within any business category, especially those driven by an experience, it is crucial to have a brand distinction that is clear, ownable and easily recognizable for consumers and the trade alike. The Celebrity Cruises brand not only distinguishes them from their competitors, it immediately and concisely conveys the brand experience. Because the cruise category is one driven largely by visual communications, a strong visual brand is critical.

"Why do we need consistency across all points of brand contact?"
The answer is quite simple: consistent branding reinforces and maximizes your brand at every possible opportunity, resulting in influencing future purchasing decisions.