The Entrepreneurial Savant

Consistency is a cardinal rule in advertising. Once you have defined the message you want to send, keep sending it in a consistent fashion. This accomplishes a number of things. First, it takes many impressions to make your message stick. This is because we are buried in information and only the clearest, most consistent messages get through. The second reason to be consistent is that it says that you and your product are dependable. You will get the job done, not flake out and you will still taste the same a year from now. Years ago, Diet Coke changed their long time campaign from the tried and true “Just For The Taste of It” to “Taste It All” . The original campaign had been around for thirteen years and was very successful. The ad agency and the marketing people decided it was time for a change for change’s sake. The new campaign was a failure, blowing thirteen years of effective brand recognition.
Consistency isn’t just an advertising rule. Anything that lasts in our disposable society becomes respected and solidly successful. Consistency of action on an individual’s part means that others will come to view you as someone who can be trusted to do the job right. Big companies spend millions to deliver a consistent message. Decide what you want to convey and plan your delivery around that message in a consistent fashion.

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