High-consistency brands report very large profit growth six times more often
StatBrand & Creativity
Campaigns from brands with a high culture of consistency report very large profit growth 38.5% of the time, against 18.2% for medium and 6.7% for low-consistency brands - six times more often. Consistency is a profitability strategy, not a branding preference.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 16
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