It doesn’t spike.
It compounds.
We just crossed the one-year mark with Munley Law’s sports-themed out-of-home campaign. Same visual language. Same tone. Same message structure. Over and over.
Not because we ran out of ideas.
Because we chose to build memory.
Most advertisers treat billboards like one-off events. A clever execution. A fresh idea. Then on to the next thing.
But brand belief doesn’t work that way.
It’s built through repetition.
Through familiarity.
Through seeing the same voice show up in the same way long enough that it feels owned.
That’s the game.
After a year, this campaign doesn’t feel like a concept anymore. It feels like Munley.
And that’s the shift you’re looking for.
Not attention.
Association.
Consistency isn’t about playing it safe. It’s about playing it long.
Most campaigns fail because marketers get bored before the market does.
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