Jon McKie kicks off the session by showing a video featuring members of the public attempting to guess brands from their strap lines. As you’d expect, the brands with the most consistent lines across the decades were the most easily guessed by the public. But does this mean that consistency is always the best policy?
BMF co-founder Warren Brown says marketers looking for new creative work can often mistakenly believe they should discard everything and start again from the beginning: “It’s so easy to change your execution but people tend to throw the baby out with the bath water,” Brown says. “They go ‘Oh, I’m not sure this is working, we need to change everything’. No you don’t.
“You can get the execution wrong, that is easily done, but why walk away from everything after spending so much time and energy trying to find a clear and unique and distinctive
How to Automate Video Content Marketing in Under 1 Hour
5 Easy Video Lessons +
Bonus Free Toolkit