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The power of consistency in advertisingThe power of consistency in advertising

Marketer Laura Ries discusses the importance of consistency in a restaurant brand's advertising message.

Laura Ries

May 13, 2013

5 Min Read
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If you visit Gray’s Inn, a Tudor-style building with a lush quadrangle in London, you’ll see the greenest, thickest lawn of your life. The groundskeeper is quite free with advice on how to get your lawn looking just like his: “Water, roll, thatch, seed and fertilize. Keep doing that for 500 years, and your lawn will look just like this one.”

If a lawn can take 500 years, how long should it take to put an idea into consumers’ minds? Ten years? Twenty years?

“Better ingredients. Better pizza” is a slogan first used in May 1995 in tandem with marketing featuring Papa John’s spokesman and founder, John Schnatter. Eighteen years later, it continues to be the theme of the brand’s advertising.

That’s highly unusual. Most restaurant advertising pro...

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