Hey friend – Rob here. System1 and The IPA are two of the most legit evidence-based bodies out there. And they recently co-released a research report on the importance of creative consistency. Or as they call it – compound creativity. (Goodness me, i love a financial analogy.) The full report is at the bottom of this email. But because i'm a nerd about this stuff, i clipped the 7 most useful charts for your ✨ pleasure ✨. Hope they're useful for when making the argument for... not changing that much! Let's get into it. 1. Fluent devices take a while to pay offTread lightly next time you think you need to completely transform the brand (again). 2. Greater consistency yields greater performance"Don't time the market, spend time in the market" is as true in finance as it is in advertising. 3. Consistency breeds fame and popularityThink of popularity like protein (sustained energy release), not sugar (quick spikes and a crash). 4. Consistency grows most brand metrics (except trust)Provided they're proper company, it seems to be quite hard for brands to outstay their welcome. 5. Consistency helps ads wear inBecause, as we need to keep reminding ourselves, wear-out is a myth. 6. Consistency grows value, profit and shareIt's not just a "brand thing", it's a business thing (like most "brand things" are). 7. But it does not help manage declineEven a business on the way out might benefit from shaking things up! The full report is here. Keep swimming, Rob
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Helping strategists grow with compassion, clarity and creativity.
Hey friend – Rob here. "Shit, i'm losing control again." This has always been my reaction whenever i get emotional in an argument. And i hate that feeling, thank you very much. Of course, i've been getting better at handling it, through a fun little process called emotional self-regulation. Part of it comes from reframing what an argument is really about. Old me: "arguments are two people who hate each other." New me: "arguments are two people shaping each other." Especially if said argument...
Hey friend – Rob here. I spotted this last week at Droga5's offices. And you know what, it's great advice. Especially for the over-thinkers out there (HI!). Those of us who show up with a rattlebag of: Intelligence Cultural references Peer reviewed studies Specialised words because why not (Latest for me is "category entry points".) And yet, there is a danger of being so good at thinking. We over-think things. And as a result overload others that work with us. Not a very good place to be.And...
Hey friend – Rob here. Movember is upon us, and so is what many are considering "the masculinity election" in the US. Over the past few weeks, i've been reading, reflecting and riffing with others on modern masculinity. And because this is a platform about helping strategists grow, there's tons of growth we as men owe to ourselves. Not to mention to others. So, here are 30 personal mini-reflections on being a modern man. (And so it's 100% clear, i'm writing this as a cisgender man, there's...