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Answer: Because people are paying an infinitesimally small amount of attention to your brand.

‘Boringness’ is surprisingly hard to achieve, though. For a start, it’s boring for you. Plus, when you’re representing your brand on an ever-growing array of channels requiring a constant stream of content, there’s daily temptation to deviate and dilute the message.

The thing is, though, you are the ONLY person looking at those channels day in day out. Mostly, your audience will catch tiny glimpses of the brand.

So… Basically… You’ve got to be disciplined, avoid temptation to deviate too far, and say the same thing again and again and again – building and strengthening day by day, week by week, year by year.

Dull but effective.

Image: Big Green Door

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