It takes time to build a trend

I understand the importance of agility and quickly iterating to find a strategy that works. However, I also highly rate doing things becuase you believe they are right and great and express what your company is or wants to be.

Everyone raves about John Lewis’s ads each year but do you remember anyone talking about the first one? The second one? The third? It really took about four years to grow that story through the consistency of their strategy.

Consistency is better than repetition. Decide what you stand for and don’t just parrot it, use it as the core for various different overlapping ways to communicate it.

In aggregate, what you are about should then become clear — and deeper than just a line repeated over and over again.

This is the way to look at building a brand long term.