Marketoonist’s Post

“Marketing Change Agents” - new cartoon and post https://lnkd.in/grVfBVJX Marketers are frequently the biggest agents of change in a business. Inside marketing teams, there’s a constant drumbeat for change, particularly when new members join the team. In my first marketing job, junior managers rotated to new brands every 12 months. Each new assignment brought fresh energy to make a mark on the brand. Higher level marketers rotated less frequently but pushed for higher level changes. In general, new CMOs are often the biggest change agents of all. From new packaging, to new campaigns, to new agencies, brands are constantly evolving. In some ways, the openness to change in marketing is healthy. Businesses overall can get stuck in a rut. But what’s gets lost in the revolving door of marketing newness is the power of consistency. Marketers get tired of our marketing long before consumers do. In many cases, constant change just makes it harder for consumers to recognize our brands. System 1 released a study last month proving that “consistency compounds creativity.” They tested brands in the UK and US on 13 measures of “creative consistency” (from positioning to distinctive assets to agency tenure) and mapped against brand and business outcomes. They found: “Not only were the most consistent brands more likely to produce better ads (3.3 stars on average vs 2.8 and 2.6 for somewhat and least consistent brands, respectively), but those in the top 20% for consistency generated more very large brand effects and very large business effects than those in the bottom 20%, including reporting twice as many incidences of profit gain.” As Contagious recapped the System 1 study: “It challenges the idea that brands need to be fearful about ad wearout. The creative success of good ads that are allowed to wear-in continues to grow. “It also emphasises the importance of identifying and committing to long-term brand platforms. Brands should be wary of abandoning a successful brand platform if the concern is merely a fear that people are getting bored of seeing the same work.” >>> For related cartoons and all the links in this post, click here: https://lnkd.in/grVfBVJX To sign up for my weekly marketoon email newsletter, click here: https://lnkd.in/gZsC7Nhz #marketing #cartoon #marketoon

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Lisbeth Kempel

Marketingdirektør | CMO - Strategi, udvikling, opbygning af stærke markedspositioner, branding, revitalisering af brands, inbound marketing.

1mo

This is so true! In fact, when I was working in an advertising agency, we were always ready to take action whenever we spotted a new CMO, it was the perfect time for us to make a move because it usually meant change of agency. I also recognize it from the client side. You want to make visible results, and the rest of the C-suite often expects something new to happen as well. No doubt, many brands have changed unnecessarily over time due to this.

Herbert Staten Jr

Marketing Tactician, Visual Storyteller, Skilled in ChatGPT and Midjourney Prompt Engineering

2w

This is what happens when you have a team where everyone shares the exact same thought process. The majority of agencies still operate with a single mindset, lacking flexibility in truly understanding their clients' needs. It's the same old, same old. Then, they chase the next shiny object to shake things up, ignoring their team’s ideas and concepts and forgetting that it’s a team effort. Marketing requires a unique group of individuals, guided by a true leader who inspires amazing work.

Jaafar Atwi

Creative Services Specialist | Advertising and Marketing | Ex JWT, Grey Worldwide, and Freelance Project Manager at Apple ME.

1w

I concur with your perspective. It is fascinating to observe how the marketing industry prioritizes change and innovation, occasionally at the expense of consistency. The System 1 study underscores that consistent branding yields significant long-term benefits. a clear brand identity and delivering consistent messaging, brands can strengthen and achieve better business results. Finding the right balance between evolving and remaining true to a brand's core values can be challenging, but it is essential for success.

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Melissa Mackey

Director at Electric Marketing Ltd

1mo

"In general, new CMOs are often the biggest change agents of all." And newly appointed marketing directors too, if you are marketing to the UK.

K. Amber Swensen

Digital Engagement Specialist

1mo

Wonderful reminder. "Brands should be wary of abandoning a successful brand platform if the concern is merely a fear that people are getting bored of seeing the same work.”

John James

Commercial Strategy Consulting CCO/CMO/CRO/CGO. Champagne aficionado

1mo

And round and round the Ferris wheel we go

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Benjie Lowinski N.

MSc. Occupational & Organizational Psychology. |An aspiring cultural-diplomat for PanAfrica|Arabic Gulf|European Union.

1mo

This is funny.

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“It’s time to change the business” - Planet

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