Kane Stanford makes the case for doing everything, everywhere, all at once...
1+1=3.
This isn’t generally covered in basic arithmetic, but it’s an equation that all good marketers know.
Creative guru Dave Trott knows it and tells us in his book One Plus One Equals Three. His thesis is that when you put two things together (like a problem from one category and a solution from another), the result can be something entirely new. Better. More. The magic isn’t necessarily in either thing individually. It’s in the connection between them.
It’s a simple idea, but a useful one for marketers. And one that holds true in many aspects of marketing.
Creativity compounds
Creativity effectiveness platform System1 has been doing some fascinating work on what it calls ‘Compound Creativity’: the idea that creativity becomes more valuable when brands consistently build on the same creative assets, ideas and associations over time. And the numbers are pretty compelling.
Its research found that the most consistent quartile of brands generated 4.8 times more very large brand effects (things that grow your brand) and 2.2 times more very large business effects (things that grow your business) than the least consistent quartile.
To de-geek that a bit, consistency is a superpower you’d be foolish to ignore.
Brand managers get sick of an ad/slogan/campaign LONG before consumers do and LONG before they’ve passed their best-before date.
“The important bit is that increasing campaign duration or the number of media channels can increase effectiveness.”
The lesson isn’t that marketers should make the same ad forever, it’s that creativity doesn’t necessarily need to be reinvented every six months.
A character becomes familiar. A distinctive sound becomes recognisable. A tagline gets remembered. A visual device becomes unmistakably yours.
The consumer doesn’t have to learn the brand from scratch every time you advertise.
I hate the band Train, but I’ve heard ‘Drops of Jupiter’ so many times it’s familiar and my brain tricks me into thinking I like it now. Then they go and drop bangers like ‘Hey, Soul Sister’ and ‘Drive By’ and now I’m hooked. They haven’t changed, I have. I’ve been beaten down by consistency, and I’ll be singing their tunes at karaoke. Train: 1. Kane: 0.
Media multiplies
James Hurman and Peter Field’s The Effectiveness Code makes a similar 1+1=3 point in their research, identifying three components of what they call ‘Creative Commitment’: how much you spend, how long you run the campaign and how many media channels you use.
The important bit is that increasing campaign duration or the number of media channels can increase effectiveness.
This isn’t an argument for TV over TikTok, or radio over Instagram. It’s an argument for BOTH.
A TV ad works better if there is a TikTok ad too. And vice versa. As marketers, we get the benefit of each channel AND the benefit of being on both channels. 1+1=3.
Assets amplify
You have logos, slogans, characters, sonic devices, colours, product pics and more. Use them all. Use them again and again.
You don’t get to choose the thing that consumers remember about you. Some are visual, some are audio, some relate to smells, experiences – who knows?
So throw them all in. And the more consistently you use them, the more powerful they become AND using them together amplifies them more.
Agencies want fresh, new award-winning creative, and brand managers want to make their mark and best the previous person in their seat. I’ve been both and totally done both. You must resist!
• Consistency pays dividends.
• A multi-channel approach works better than the sum of its parts.
• Brand assets are there to be used. So, use them!
• 1+1=2 is maths.
• 1+1=3 is marketing.
We really should learn this in school. Maybe they could teach it an hour a day…
Kane Stanford has worked for 13+ years in liquor marketing in New Zealand at Independent Liquor, Bacardi and Besos Margarita. Now in FMCG, he is also Head Strategy Judge at the 2degrees Auckland Chamber Business Awards. Kane has nominated himself for several marketing awards, but never won.
