A Plea For Consistency In Advertising

Steve McKee, writing in BusinessWeek, makes an effective argument for marketers to be patient with their ad campaigns:

Companies have any number of reasons to feel the need to change their advertising approach, from fallen pitchmen to falling sales to (all too commonly) internal boredom with the “same old thing.” But the companies with the strongest long-term track records do everything they can to maintain a consistent image in the marketplace, even as competitors come and go and consumer tastes shift.

I don’t know when he originally wrote the article, but he cites BMW as a paragon of consistency by sticking with “The Ultimate Driving Machine” positioning, even though they’re now dumping Fallon as their ad agency.
Still, he makes some good points.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.