I take my coffee black.
But the other day, when my wife was pouring, I asked for some milk. My wife was surprised. Rightfully so.
In the ad industry we often make the argument for consistency. Consistency is useful. Consistency is powerful. It takes 6 to 8 touch points to make a sale. It takes years of repeating a message to build your brand.
Consistency implies reliability and predictability, and by extension safety. It’s a useful framework in client management.
But. Consistency also promotes complacency and the status quo.
And in today’s crowded media space, a little unconventional thinking … a little against-the-grain attitude … a little milk in your always-black coffee … can go a long way.
I’m not knocking consistency; I know its power. But the next time someone says “We’re doing this to be consistent!” consider asking “Why?”
Consistency is the last refuge of the unimaginative. — Oscar Wilde