The dying art of being predictable | Mumbrella360 video
In this session from the Mumbrella360 conference, senior marketers discuss why consistency is a dying art, and what marketers can do to ensure their brands remain instantly recognisable.
Jon McKie kicks off the session by showing a video featuring members of the public attempting to guess brands from their strap lines. As you’d expect, the brands with the most consistent lines across the decades were the most easily guessed by the public. But does this mean that consistency is always the best policy?
BMF co-founder Warren Brown says marketers looking for new creative work can often mistakenly believe they should discard everything and start again from the beginning: “It’s so easy to change your execution but people tend to throw the baby out with the bath water,” Brown says. “They go ‘Oh, I’m not sure this is working, we need to change everything’. No you don’t.
