What price continuity in a short-term world?
Chris Baker
Demands for change, newness and freshness are constant in business, and balancing the short term and long term is a difficult trick. Chris Baker looks at brands that have managed to dominate in their field, and explores how consistency can be fused with innovation to produce a potent and enduring property
1990 saw the addition of a new 'longer and broader' category to the IPA Effectiveness Awards, opening up a rich seam of knowledge about the longer-term effects of advertising and its broader benefits to a business. As a...