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A Marketing Resolution Actually Worth Keeping: Don’t Change Too Much

At this time of year, it’s natural to be thinking about what we want to do differently in the new year. And for Marketers, the urge to reinvent may be even greater.

Marketers are restless creatures, drawn to new ideas, new thinking and new technologies. All too quick to change course, even if it's just for the sake of change. It’s natural of course, sticking with something is not nearly as sexy or fun as adopting something shiny and new.

The reality, however, is that consumers don’t get bored as quickly as we do. They don’t spend hours thinking about our brands like we do. They probably haven’t gotten bored of our latest campaign, because they certainly have seen it less than we have.

So it was refreshing to walk into our local Albert Heijn supermarket this morning and see a brand new display from Old Spice that was actually a very old display from Old Spice.

The Man Your Man Could Smell Like campaign was a tremendous success in 2010 and there is every reason to believe it will be successful again in 2018. Consistency, after all, is key.

That’s not to say that you should re-use the exact same creative campaign. But at the very least, you should stay true to your core brand positioning. Brands like Burger King, Disney, and GE may change their advertising, but they remain solidly anchored in their core reason for being. So here’s to a happy and healthy new year and may it not be that different to the past!

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