Is the key to brand success really about doing less? Puma’s marketing head swears by the “fewer, bigger, better” approach, but is it enough in a competitive market? As consistency battles creativity, the answer might not be as clear-cut as it seems.
Richard Teyssier, Puma’s global brand and marketing director, champions the philosophy of “fewer, bigger, better” to drive brand success. This approach emphasizes focusing on a limited number of impactful marketing initiatives, rather than spreading efforts thin across multiple campaigns. Teyssier argues that consistency in messaging and brand presence is crucial for maintaining consumer recognition and loyalty. By aligning with this philosophy, Puma aims to create a lasting impression in the minds of consumers, ensuring that their brand message is not lost in the cacophony of advertising noise.
The consistency challenge: To change or not to change?
While Teyssier's approach has its merits, the debate over brand consistency versus innovation is far from settled. On one hand, maintaining a consistent brand message builds trust and credibility. As marketers, we all know that visual and verbal uniformity across all platforms is essential for a cohesive brand identity. However, the risk of stagnation is real. At a time when consumer preferences evolve rapidly, sticking too rigidly to a single message might make a brand appear outdated.
Enter Gary Vaynerchuk's perspective from his book Day Trading Attention, which advocates for experimenting with different styles to discover what resonates with audiences. Vaynerchuk suggests that consistency in messaging doesn't necessitate uniformity in presentation. Instead, it involves maintaining the brand's core essence while adapting visual and content strategies to engage effectively across diverse platforms.
“Consistency doesn’t mean staying the same—it’s about sticking to what works, strategically.”
The takeaway
It's not about how often you change your visuals or messaging, but how well you get the point across. Puma's been in the game since 1948, but the brands you work with might be fresh on the scene. That’s why testing matters. Forget rigid 'brand guidelines' from a boardroom. Let your audience be the judge. Experiment until you hit the mark, then double down while leaving space for creativity that keeps up with the trends. Consistency doesn’t mean staying the same—it’s about sticking to what works, strategically.
