How Creative Consistency Can Work Magic for Brand-Building – A new study demonstrates the positive effects that steady, consistent advertising efforts can have on marketers’ ROI

By Andrew Tindall

Creative consistency is the unsung hero of effective branding, and recent research confirms its profound impact on advertising success. A recent System1 study conducted in the U.K. in collaboration with the Institute of Practitioners in Advertising (IPA) Effectiveness Databank sheds light on the transformative power of maintaining a cohesive creative identity over time. While the study originates in the U.K., its findings resonate globally, including in the U.S., demonstrating that consistent brands significantly outperform their inconsistent counterparts in ad quality and business results.

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Courtesy of The Association of National Advertisers