The Power of Consistency

One of the industry’s worst-kept secrets? Marketing professionals love to play hero. It’s all too common to hear a new agency or manager dismiss the work of their predecessor, armed with promises to fix everything. But here’s the kicker: the obsession with "new" doesn’t fix—it fractures.

When something works, it works because it’s good. A great ad, a compelling campaign, or a smart message doesn’t lose its power because it’s been around for a while. It loses power because we fail to commit to it. Consistency isn’t a creative cop-out; it’s the foundation of being remembered.

The Ego Trap

Here’s the uncomfortable truth: our industry has an ego problem. How often do we say, “This works—let’s keep it”? Rarely. Sticking with someone else’s idea doesn’t feel sexy. It doesn’t make headlines. It doesn’t get you awards. But it does build brands.

We’ve all seen it happen: an ad that connects is killed too soon because someone felt the itch to “freshen things up.” A solid campaign is scrapped in favor of a “bold new direction” that no one asked for. And the result? A fractured brand, confused audiences, and wasted potential.

Consistency Isn’t Boring. It’s Legendary

Consistency doesn’t mean never evolving. It means evolving within a framework.

Take Coca-Cola: In 1971, their “Hilltop” ad invited the world to “Buy the World a Coke,” embodying unity and happiness.

Fast forward to 2025, and Coca-Cola’s “The World Need More Santa's” campaign still taps into the same themes—shared moments and joy—wrapped in a modern execution. Decades apart, the message remains consistent: Coke equals happiness.

Or look at Levi’s. In the 1980s, their "501 Blues" campaign sold denim as a symbol of individuality and effortless cool.

Fast forward to today, and their campaigns like “Live in Levi’s” still celebrate individuality and authenticity but in a modern twist.

Consistency isn’t limited to giants. Look at The Ordinary, a skincare brand built on transparency and efficacy. Their message hasn’t wavered: high-quality, science-backed products at honest prices. Whether it’s their minimalist packaging or their straightforward marketing, they’ve stayed true to their ethos while growing from niche cult status to a global player.

Even smaller brands like Oatly thrive on consistency. From their bold, quirky packaging to their unapologetically witty advertising, Oatly has stayed true to its mission: promoting plant-based alternatives to dairy in a way that feels fresh and authentic. Their tagline, “It’s like milk but made for humans,” perfectly encapsulates their ethos and has been a constant driver of their growing global fan base.

In a world of short attention spans and endless options, consistency builds trust, recall, and relevance. It’s what separates brands that are remembered from those that are forgotten.

Thank you for reading this. Hope you found it insightful.

If you know a brand manager who’s always chasing something new or an agency that can’t stick to a brand’s essence, send this their way.

Sometimes, the best advice is a reminder to stay the course.

Best,
Marti