Building your brand: Five Top Tips to Steer Clear of ‘Shiny New Thing Syndrome’ How to Stay on Track, Consistent, and Motivated as a CMO, Business Leader, or Brand Owner In the fast-paced world of branding and marketing, it’s easy to be lured by the latest trends, tools, and technologies promising quick wins and instant success. This phenomenon, known as ‘shiny new thing syndrome,’ can lead to fragmented strategies, inconsistent messaging, and wasted resources. For CMOs, business leaders, and brand owners, staying focused and consistent is paramount to long-term success. It’s also vital that you can separate the noise and clutter from the valuable tools, strategies and support that will make a genuine, long-lasting impact, and avoid the latest fads! Research indicates that brands often face significant risks when they get distracted by new trends, potentially leading to adverse effects on their performance. A study by the Journal of Advertising Research highlights that discontinuing or frequently shifting advertising strategies, for example, can result in a decline in brand sales. The research underscores the importance of consistency to maintain a brand’s mental availability and market share, especially among light buyers who may forget the brand if it’s not consistently visible (Journal of Advertising…
