Consistency multiplies profit likelihood more than emotion, showmanship or distinctiveness
StatBrand Strategy
Consistency is the single largest multiplier in the Creativity Stack. Measured as the likelihood a campaign reports incremental profit, top versus bottom quartile: consistency x2.9, emotion x2.4, showmanship x1.6, distinctiveness x1.4.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Chapter 3, p. 26-28, The Creative Dividend (Effie x System1, 2026)
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