Be Boring.

Time and again, companies learn that what customers often value most is consistency. They want to know that every time they call, visit or otherwise engage with you, the experience will dependably, reliably the same…in a good way. Think about your favorite brand, especially one that involves food or drink. You want this Pepsi (or Coke, or Starbucks, or Dogfish Head 90-Minute IPA) to taste exactly as good as the last one. The good news? Consistency can be created and reinforced with good systems for training, reinforcing and measuring. And that’s the best marketing investment a company can make.