‘Repeat the same message over and over’: Puma on the power of consistency to drive results

To cut through with consumers, brands need consistency. Consumers will not remember every ad they see so there is little benefit in continually ripping up and starting again. Rather than provide ‘freshness’ or excitement for consumers, multiple messages from a brand may simply dilute the impact.

Puma’s global brand and marketing director Richard Teyssier believes that “fewer, bigger, better” is the way for brands to achieve success. It is a philosophy he says the sports brand is fully aligned behind.

“Intuitively, we all know that if we want to shoot for excellence, we need to focus on a few things,” Teyssier tells Marketing Week.