The most consistent brands are eight times more likely to build differentiation
StatBrand & Creativity
Brands ranked in the top 20% for consistency beat the bottom 20% on every very large brand effect in the IPA Databank: differentiation 59% vs 7%, brand values 65% vs 7%, salience 65% vs 20%, quality 41% vs 7%, trust 29% vs 0%. Consistency does not trade differentiation away - it is how differentiation gets built.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 20 (IPA Databank 2024)
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