In marketing, there is a myth that one big idea will change everything. That if you land the perfect tagline, the right campaign, or a single moment of creative brilliance, it will cut through the noise, go viral, and build lasting traction for your brand. But that is not how people work. And it is not how brands are built. In this episode of The Lizard Eating Its Tail, Brandon Keenen challenges the myth of the one big idea and breaks down why consistency, repetition, and emotional pattern-building are what actually create connection. Using behavioral psychology, identity theory, and brand case studies, this episode explores how real brand equity is earned through showing up with the same energy, values, and voice again and again until it becomes familiar. Brandon explains the concept of the mere exposure effect, a psychological principle that shows people are more likely to trust and prefer what they see repeatedly. Big ideas might create attention, but consistency creates belief. And belief is what turns marketing into meaning. You will hear examples of brands that have built this kind of long-term resonance, including: Glossier, which has maintained its intimate, real-skin brand tone across product, community, and content Alo, which reinforces grounded, aspirational wellness through every channel it operates in Monzo, the digital bank that delivers emotional clarity and control in every user experience Midjourney, which has become creatively iconic through consistency in style and behavior, not advertising These companies do not chase a single hit. They invest in recognizable identity. They tell the same story in new ways until it becomes embedded in how their audiences think and feel. This episode also examines why marketers and creative teams are drawn to the idea of the breakthrough. It is emotionally appealing. It offers a sense of control, genius, and recognition. But the truth is, most successful brands are not built on moments of brilliance. They are built in the quiet repetition of clear, thoughtful communication over time. You will learn: Why simplicity and consistency create psychological safety How to identify when your brand is chasing attention instead of building equity How to reframe creativity from being about single moments to long-term direction What to do after you have a strong idea, and how to scale it into repeatable identity This episode is for anyone responsible for building brand value. Founders who want to stand out. CMOs who are under pressure to deliver quick wins. Creatives and strategists who want to build something that lasts. It is a reminder that the signal you build over time is stronger than any one piece of content, campaign, or idea. Your audience will not remember everything you said once. But they will remember what you said clearly, consistently, and confidently. Big ideas can start the story. But it is how you repeat them that makes them matter. If you are building something that people are meant to believe in, this episode will help you focus not on what gets attention today but on what creates recognition and trust tomorrow. Ultimately, your brand is defined by what you are prepared to express, reiterate, and maintain—even after the initial campaign concludes.
