The world loves Drama. Marketers particularly Love Drama. But Brands Thrive on Consistency.

Us marketers love big moments; the cinematic brand film, a strapline we’re so proud of we tell our children (or is that just me), the headline-grabbing launch.

But while these activity bursts might make us feel like something’s happening, they rarely align with how brands actually grow. Our evidence points toward something far less glamorous but far more powerful: consistent visibility.

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It’s kinda obvious, but brands only grow by staying present

Brand growth doesn’t come from rare, heroic campaigns, it comes from being remembered when it matters. Mental availability is fragile. Buyers think of brands only occasionally, so if you disappear for months between bursts, memory fades and competitors move in. There are exceptions to this, but the general theme is clear.

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When we link media spend to impact

- Continuous or pulsed activity drives stronger long-term brand effects, awareness, consideration, trust.

- Short bursts deliver temporary activation gains, sales spikes that fade fast.

Why? Because brand metrics erode when left untended. We see that it goes back to pre campaign levels with 30 days. Ouch. Awareness, preference, and distinctiveness need constant reinforcement to stay high. Fact. Fact. Fact. This happens faster than most marketers think.

It’s a bit like life. If you stop showing up, people stop remembering you.

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Nobody likes people who shout…

Instead of shouting at people, you engage calmly with others, and far more people remember your voice. Same is true of media spend.

Multi-channel bursts on top of a constant media flow allows brands to “tap you on the shoulder” more often. This builds recognition in context and keeps memory structures active.

Don’t go to every event, every party

For sustained health as us humans, you don’t party every night – only on special occasions (unless like me you’re refusing to grow up).

Sometimes brands too have special occasions where short, high-intensity campaigns can work, but they should be tactical, not your default mode.  

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The Takeaway (eat less of them perhaps).

Big campaigns create big moments. But brands are built in the in-between moments, the quiet, consistent reminders that keep you top of mind.

The brands that win aren’t the ones that appear with a bang and vanish. They’re the ones that show up again and again, creating familiarity, trust, and a place in memory that competitors can’t easily dislodge. Just like your best mate.