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 offTread 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 popularityThink 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 shareIt's not just a "brand thing", it's a business thing (like most "brand things" are). β 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 savvy strategists swim upstream.
Hey friend β Rob here. Do you worry about things? Or at all? My suspicion is that you worry far too much about everything. But don't worry, so do i. I think it's part of what makes strategists minimally good at the job. We are always wondering what else we might be missing. It's not a point of advantage, but it's definitely a point of parity. Worrying means we don't take anything for granted. And that's the first ingredient you need to challenge preconceptions about a problem. However. As you...
Hey friend β Rob here. A few months ago i kicked off a video interview series, starting with Chris Rawlinson, founder of 42courses. You can watch it here. It was genuinely one of those wide ranging conversations where you start on point A and finish on point 37.1. And if that structure makes no sense, it's by design. I love randomness in exchanges. Anyway, there's tons of wisdom that i got out of Chris's brain, and some good lessons to help us all grow with a greater sense of compassion,...
Hey friend β Rob here. At its peak, Crispin Porter + Bogusky lived and died by a thought: βDon't write the idea, write the news headline.β This is true for creatives, but should also be true for our briefs. Sure β back them up, add context, explain where weβre coming from. But never lose sight of the headline of what you're asking. Friedrich Nietzsche once said: "I want to say in ten sentences what others say in a whole book." How often do you see briefs that are comprehensive, but not clear?...