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Given the over optimisation penalties that google are applying, I would use 90% brand anchor text and then vary the anchor text around the main keyword you are trying to rank for on each page Exact match is pretty much dead or dying. Use your page content and internal linking to let Googel know the contextual relevance of the keyword you are attempting to rank for Stephen

Dear Brendan, this should not make for any problems. We also use it on different websites for theming. Our theme is camping so we use the main keyword/theme word on most pages description which in turn should not be any problem. To be sure you could always interchange the position of the standard text (if this is not done automatically using a CMS). So no problem at all.