🍣 7 cracking charts on compound creativity
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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 off
Tread 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 popularity
Think 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 share
It's not just a "brand thing", it's a business thing (like most "brand things" are). 7. But it does not help manage decline
Even a business on the way out might benefit from shaking things up! The full report is here. Keep swimming, Rob
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Salmon Theory
Helping strategists grow with compassion, clarity and creativity.
Hey friend – Rob here. So the first Salmon Theory panel (featuring Salmon Crew members) was a wild ride. And by wild ride, i mostly mean pretty successful, with tons of positive feedback along the way. Thanks again to Pollyanna, Alexi (subscribe to Idle Gaze!), Sheeza, Jaskaran (subscribe to The Social Juice!) and Berk for helping make this the epic vibe session it was. The aim of the session was simple: To look at five under-discussed brands (Wealthsimple, Curry's, Flex, Starface, immi) To...
Hey friend – Rob here. So, two quick things about our recent Contagious partnership: We now have a winner – Iona Ratcliffe, you're going to Most Contagious London! (Check your inbox.) I also secured a mega discount code for anyone else who wants to buy a ticket. (Keep reading for it.) Plus, some practical things i've learned over the past 15+ years on how to collaborate with creative teams. But first, the discount code. The Contagious crew are among the readers of this newsletter, so we...
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...