The best marketers are conservative – with a small ‘c’.
Although the world keeps changing – as does most organization’s CMO – change for the sake of change can be a huge mistake. The default position of most new marketers, at almost any level, is to say “out with the old, in with the new.”
Conversely – and rather more conservatively – consistency and continuity are vital to building long-term “mental availability” in consumers minds. Naive busy work should not be confused with the process of carefully understanding what works and nurturing that over time. Yes, you have to live in the here and now, which requires a short-term plan of performance marketing. But, it is the long-term “Performance Branding” – built on a foundation of strategic and executional consistency and continuity – that will ultimately deliver greater value and growth.
“All change is not growth, as all movement is not forward.” – Ellen Glasgow
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