Consistency pays after year one - which is exactly when brands abandon it
WarningBrand & Creativity
Consistency pays after year one - which is exactly when brands abandon it
The compound creativity curve has an inconvenient shape: in the first 12 months consistency delivers limited benefit, and the advantage over inconsistent brands only opens up after year one, compounding thereafter. This is why consistency keeps being abandoned right before it pays.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 40
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