Sticking to your success formula in any of your campaigns
can actually be a formula for failure. Why?
For one thing, competitors start copying you.
You lose the element of surprise – to your consumers and to
your competitors.
Why is an element of surprise to your consumers important?
It makes you stand out.
Why is an element of surprise to your competitors important?
It strikes them when they least expect it.
When you stick to a particular formula for an amount of
time, your way of communicating becomes a blind spot.
When people don’t see, read and listen to your communication,
where can your brand be?
How will they notice you next?
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