🍣 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, by Rob Estreitinho
Helping savvy strategists swim upstream.
Hey friend – Rob here. This is the last newsletter of the year, and goodness me what a year it's been. I was made redundant. I started a business. I lost my mother. I had my best year ever in terms of cash and confidence building. Ebbs and flows, eh? I hope you have a chance to take a break, genuinely turn off those notifications, and sleep in if you feel like it. I bring below 3x articles i wrote recently, and an event we're running in January. See you in 2025, and thanks for supporting...
Hey friend – Rob here. Here's what's been swimming around our brains lately: Synthesis-as-a-Service 5 things i’ve learned from Theophilus Wells IV The question i ask whenever i open a book [Bonus!] Social strategy, deconstructed Grab a cup of caramel tea, and let's get into it. Synthesis-as-a-Service And why it may be an underrated use case for hiring independent strategists. 5 things i’ve learned from Theophilus Wells IV Including directness, self-definition and why impostor syndrome is a...
Hey friend – 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...