Disguised repetition is one of the highest orders of creativity
Repetition builds memory and branding, but people only enjoy it up to the point where it starts to feel repetitive. Disguising repetition, keeping a campaign consistent while making each execution feel fresh, as Marmite's love/hate has done for 30 years, is one of the highest orders of creativity.
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StatSpend drives far more of effectiveness than CMOs thinkPrincipleYou control the budget, not the ROIPrincipleAds mostly don't wear out; wear-out is usually a frequency problemCaseAmazon re-ran a two-year-old Christmas ad and it tested exactly as wellCaseA Knorr ad seen about 120 times in Scotland stayed one of the country's best-loved adsWarningCalling one ad a 'campaign' loses what a campaign isWarningBig brands that market like small brands become small brandsWarning'Do more with less' usually means doing less with lessPrincipleSet the size of the marketing budget with finance, not just its allocationPrincipleTriangulate econometrics, experiments and attribution over long time framesCaseOptrex went dark for ten years in one region and the brand nearly died therePrincipleSell brand building to finance in cash-flow language, not brand-love language