Chapter 4

Is a new message each quarter fresh, or starting over?

Đổi thông điệp mỗi quý là làm mới, hay làm lại?

The chapter's question

How long has my message stayed the same?

Big idea

Brands are built through repetition; changing the message every quarter is starting over every quarter.

In this chapter

  1. Part 4.1

    How Often You've Changed

    Over three years, how many times has the core message changed?

  2. Part 4.2

    Who Wants to Change It

    Where does the pressure to change usually come from?

  3. Part 4.3

    Bored Inside, New Outside

    Why does the team tire of it before the market has learned it?

  4. Part 4.4

    What May Change

    What stays fixed, and what is refreshed seasonally?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Brand and Demand is free to read right here.

Read in Conan School

Chapters of Brand and Demand

  1. 1.Is selling today eating into next quarter?
  2. 2.If brand can't be measured precisely, is it worth funding?
  3. 3.Can imperfect numbers still defend a brand budget?
  4. 4.Is a new message each quarter fresh, or starting over?
  5. 5.Can a small company build a brand without big budgets?