Look to old school consumer brands like Band-Aid or Coca-Cola.

Their brand messaging remains steady for generations, providing a subtle yet consistent backdrop to our lives.

Sure, modern campaigns layer in new messages targeting younger audiences. But the foundational branding stays constant, evolving slowly — nearly invisible within a generation.

That very consistency establishes meaning.

Why?

Because we inherently crave stability amid chaos.

Brands that nurture fixed messaging patterns earn the coveted role of supplying that stability. They become the safe harbor that consumers return to after briefly indulging new trends.

But this requires maturity and restraint.

Marketers must recognize that optimization isn't universally appropriate. Some messaging should be preserved as a legacy users can rely on. This provides audiences an enduring shelter from disruption and change.

‍Be bold. Cultivate boring.

‍And if you know the words, sing along with me.

‍"I am stuck on Band-Aid brand 'cause Band-Aid's stuck on me!"