Don’t rush to reinvent – find out what’s already working
Q: Last time, we talked about why “playing it safe” can hold brands back. But isn’t there a risk in being too bold or changing too often?
Robert: Absolutely. Especially for new CMOs, the temptation to make your mark quickly can be strong. But changing direction too fast is risky. Before reinventing anything, you need to fully understand what your predecessor built – and why. If you shift course too often, you’re essentially starting from scratch in your audience’s mind every time. Consistency is what builds recognition and trust. Research from recent years also shows that brands consistently overestimate creative wear-out. As a result, many campaigns are pulled before they’ve reached their full potential.
Challenger brands win by knowing their niche
Q: What can challenger brands teach us about risk and growth?
Robert: Challenger brands often grow because they’re forced to be bold and innovative. They typically start by owning a clear niche serving an audience or solving a problem that market leaders overlook. With fewer resources, they have to be sharper, more creative, and more distinctive.
The smart ones don’t try to scale too fast. They focus on building deep trust and relevance within their niche, using insight and data to guide when and where to expand. That discipline is often what established brands lack.
Market leaders can’t afford to play it safe
Q: How do market leaders differ – and what can they learn from challengers?
Robert: Market leaders have the advantage of scale, resources, and a broad customer base. But that can also make them more cautious and defensive, they have more to lose if they alienate their core audience. Sometimes, instead of taking risks themselves, they acquire challenger brands that have already proven new concepts. The best market leaders, however, don’t outsource boldness. They experiment, but always in ways that build on their core identity and long-term strength. They evolve without losing themselves.
Consistency is your brand’s greatest creative asset
Q: So, how do you balance boldness with consistency in practice?
Robert: At Nepa, we believe in daring to stand out. Brands need to be brave, take risks, and challenge the status quo. But that boldness should always be anchored in a clear, long-term brand idea. It’s about having a red thread that runs through everything you do. Bold campaigns, new formats, new channels? Absolutely. But it should always feel like you. That’s how you build a brand people remember.
Brand strength builds over time, not overnight
Q: Why is consistency so important for long-term brand growth?
Robert: Because real brand strength is built over time. The effects of brand building don’t show up overnight, but when they do, they last. Consistency creates familiarity, trust and emotional connection making your brand easier to recall when it matters most. That’s how you earn loyalty and, ultimately, drive growth.
Don’t trade tomorrow’s value for today’s click
Q: What’s your advice to marketers who feel pressure to deliver quick results?
Robert: Short-term wins are important, but don’t sacrifice your brand’s long-term health for them. It’s tempting to pivot or chase the latest trend, but if you do that too often, you lose the equity you’ve built. Stay the course. Invest in your brand, keep your message consistent and have patience. The brands that win are those that combine bold moves with staying power.
Act with courage guided by insight
Q: But what does this mean in practice, what tools should you actually use?
Robert: This is where measurement and insight come in. At Nepa, we help brands get a clear picture of how they’re perceived and whether they’re staying on course. Tools like Brand Touch and our brand tracking solutions provide ongoing feedback on your brand’s position, strengths and weaknesses. With these, you can monitor whether your communication is landing as intended, see how your brand is evolving, and make informed decisions, whether you’re building on an existing foundation or making strategic shifts. It’s about using data to guide your boldness, not just acting on gut instinct.
Bold brands don’t guess. They know.
Q: Any final thoughts for brands navigating today’s fast-moving market?
Robert: Be brave, but be disciplined. Take risks, but anchor them in a clear and consistent brand idea. Don’t underestimate how long it takes for messages to land. The brands that last are the ones that dare to be both bold and consistent whether you’re a challenger or a market leader.
