A technology brand is known for its brightly colored packaging and store displays. Consumers know by the bright pops of color exactly what brand the products and spaces belong to$.$ For Halloween, they came out with a new product that has dark and moody packaging and they redecorated their stores with eerie lighting to promote the new product. Stores reported less foot traffic and a lot of consumers complaining that they passed by the store and almost couldn't find it$.$ The new product didn't sell well, either. The new branding violated a key to brand elements. What is this key?

A technology brand is known for its brightly colored packaging and store displays. Consumers know by the bright pops of color exactly what brand the products and spaces belong to$.$ For Halloween, they came out with a new product that has dark and moody packaging and they redecorated their stores with eerie lighting to promote the new product. Stores reported less foot traffic and a lot of consumers complaining that they passed by the store and almost couldn't find it$.$ The new product didn't sell well, either. The new branding violated a key to brand elements. What is this key?

Conveying price

Consistency

Segmentation

Direct selling