Consistency transforms ads into long-running superstars

In 1955, Ogilvy positioned Dove not as a soap but as a beauty bar that doesn’t strip moisture. For the next 25 years, every ad—print or TV—echoed that same line. Over time, ‘Dove doesn’t dry your skin the way soap can’ became almost hypnotic. When prospects saw the brand name, they instantly recalled that promise. That consistency turned a humble cleanser into a household staple.

By contrast, some brands chase fads—new slogans, new logos, new art direction every few years. Their audiences scratch their heads, unsure who they are or what they stand for. Without a stable promise, ads scatter like confetti in the wind.

Psychologists call this the mere-exposure effect: repeated exposure to the same cues builds familiarity and liking. A consistent tagline and look become mental shortcuts that help people decide quickly—without effort—when they see your product on a shelf or online.

You don’t need a quarter century to see results. Studies show that repeating a clear message across just four ad insertions can double your cut-through rate. Keep your tone and promise intact, and you’ll create that rarest of advertising beasts: the evergreen campaign.

First, distill your offering into a single, unshakable promise that matters to your audience and write it in one sentence. Then craft a one-page style sheet that lists your logo versions, color hex codes, approved fonts, and your exact tagline. Share it with every designer and writer you work with, and pin it above your desk. Finally, set calendar reminders for a mid-year and end-year check-in, where you’ll review all live ads and knock out anything that strays. Those reviews will keep your campaign on track. Give it a shot this quarter.