π£ 7 cracking charts on compound creativity
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Hey friend β 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 β 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 β¨ pleasure β¨. 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). β 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. β 3. Consistency breeds fame and popularity
Think of popularity like protein (sustained energy release), not sugar (quick spikes and a crash). β 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. β 5. Consistency helps ads wear inBecause, as we need to keep reminding ourselves, wear-out is a myth. β 6. Consistency grows value, profit and share
It's not just a "brand thing", it's a business thing (like most "brand things" are). β 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 savvy strategists swim upstream.
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