THE 7 TRAITS OF CONTENT: #6 CONSISTENCY

engagement
takes consistency

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Consitency

Being consitent is what makes
Content stick

In a world that rewards novelty, the brands that last are the ones that don’t flinch.

Brands that maintain consistent messaging deliver 28% more business effect and grow market share twice as effectively as less consistent ones. That was the headline finding from Cannes Lions — not an emerging trend, the single biggest insight from the industry’s biggest stage.

And yet most brands still chop and change every quarter. New campaign, new creative, new direction. Because the pressure to show output is relentless, and consistency can look, from the outside, like nothing is happening.

In this episode of Challenge Accepted, Lucy Allen sits down with Emma Dyer, Chief Revenue and Brand Officer at the Royal Kennel Club, and behavioural scientist Ginny Follen to explore why consistency isn’t the safe choice — it’s the brave one.

Because when 96.55% of online content gets zero traffic, the answer isn’t more. It’s showing up the same way, with the same core idea, for long enough that it actually builds something.

IN This episode WE discuss:

  • Why familiarity reduces effort — and why that makes it easier for audiences to engage
  • How Birds Eye brought back the Captain — and why it worked better than anything new could have
  • The difference between creative wear-out and positioning drift — and why most marketers confuse the two
  • Why quarterly pressure is one of the biggest threats to long-term brand effectiveness
  • The psychology of change — why rebrands are riskier than most people realise
  • What Samsung, Netflix and Audi know about mnemonics that most brands still overlook
  • Why AI’s biggest threat isn’t replacing your team — it’s making every brand sound the same
  • The Biscuit Test… if consistency were a biscuit, what would it be and why?

GUEST SPEAKERS

Smiling woman in professional attire.

Emma Dyer
Chief Revenue and Brand Officer,
Royal Kennel Club
LinkedIn

Ginny Follen

Ginny Follen MSc, 
Behavioural Science & Marketing Strategist
LinkedIn

QUOTES FROM THE 'CAST

“Consistency doesn't have to be boring. It has to be evolving. And I think that's the balance brands so often miss.
Emma Dyer
“When you change things, your brain interprets that as less reliable, less competent, riskier. Repetition implies survival.”
Ginny Follen, MSc.
“You need 15 touch points for someone to take action in B2B. If you're chopping and changing across that journey, you're asking people to do too much work.”
Lucy Allen

The 7 traits of content

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ENGAGEMENT TAKES
ORIGINALITY
You don’t need more content. What you need is better engagement. So rather than jump on the latest bandwagon, look inwards at how you can work smarter, not harder.
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ENGAGEMENT TAKES
INSIGHTS
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