Roots and Shoots

Ending the False War Between Consistency and Innovation

A short piece on common sense.

Marketing loves a good cage fight. Whether it’s canonising the new and consigning the old to irrelevance, or dismissing every emerging idea as "gimmicky" while genuflecting to the idols of yesteryear, we’re a discipline that thrives on absolutes.

One of the most enduring arenas is the tired battle between consistency and innovation—the supposed war between "tried and true" and "change for the sake of it." On one side, you have the purists, defenders of legacy and tradition, with their rallying cry of "if it ain’t broke, don’t fix it." On the other, the envelope-pushers, sprinting after every shiny object, eager to abandon anything that smells remotely old-school.

It’s a culture war—but with adland’s unique flavour of snark. And frankly? It’s exhausting.

Take Mark Ritson’s recent barb, where he skewers change evangelists as “postmodern, sockless imbeciles with zero training.” Charming, as always. And while his swipe may elicit a chuckle or two, it reduces meaningful innovation to caricature and undermines those genuinely trying to push the field forward.

Of course, I’m not claiming the moral high ground here. I’ve lobbed my fair share of grenades, referring to Byron Fanboys as "dinosaurs"—though, to be clear, I wasn’t calling the principles of marketing prehistoric, just the attitude. It’s the cynical, knee-jerk dismissal of anything unfamiliar—"computer says no" thinking—that frustrates me, not the foundational practices themselves.

But here’s the thing: this binary way of thinking isn’t just exhausting—it’s harmful. It sets up a false dichotomy, pitting two essential forces against each other and leaving brands stuck in a no-man’s-land.

The truth? Consistency and innovation aren’t enemies. They’re dance partners. Together, they create something far more powerful: a learning organisation. A method that honours what works while remaining curious about what’s possible.

It’s time to stop picking sides and start embracing the duality that actually drives progress. This isn’t a war worth fighting—it’s a collaboration worth celebrating.

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The Case for Balance

Ritson’s “sockless imbeciles” comment actually came from a piece lauding System 1’s brilliant collaboration with the IPA on compound creativity—a study that emphasised the power of consistency in marketing. The insights were spot-on: campaigns that build on familiar, proven foundations are often the ones that resonate most deeply and drive long-term results.

But Ritson’s takeaway—that it’s all about consistency, that change is unnecessary, and that we should just keep doing the same thing for decades—is where the logic falls apart. It’s reductive, dismissive, and, frankly, ridiculous.

Look at Coca-Cola, a brand that epitomises why consistency and innovation are not enemies but allies. For decades, Coca-Cola has adhered to its 70/20/10 framework, a system that blends the stability of consistency with the curiosity of experimentation:

• 70% goes toward tried-and-true strategies—the campaigns and messaging that consistently reinforce the brand’s global dominance.

• 20% evolves those strategies, making incremental improvements to keep them fresh and relevant.

• 10% is reserved for frontier innovation—bold, high-risk experiments that push the boundaries of what the brand can do.

It’s this approach that has allowed Coca-Cola to stay not just relevant but beloved across generations and cultures. It shows that you don’t have to choose between “tried and true” and “something new”—you can do both.

And yes, let’s address the AI Christmas ad. It missed the mark. I wasn’t a fan either. But dismissing Coca-Cola’s decades-long commitment to innovation because of one less-than-stellar campaign? That’s exactly the kind of reactive, surface-level thinking that keeps the industry spinning its wheels instead of pushing forward.

Consistency without innovation breeds stagnation. Innovation without consistency breeds chaos. The magic happens when the two work in harmony. Coca-Cola’s long-term success shows us how to strike that balance, creating a learning organisation that uses experimentation not as a replacement for consistency but as a complement to it.

This isn’t about picking sides. It’s about understanding that consistency gives you roots, and innovation gives you shoots. Together, they form the foundation for brands that endure, evolve, and thrive.

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Brands That Are Getting It Right

This isn’t just theory. Some of today’s most dynamic brands are proving the power of balance by integrating consistency with bold experimentation.

LEGO: Reinvention with Roots

LEGO has been a beloved staple of childhood for decades, but what sets it apart is its relentless reinvention. At its heart, LEGO remains rooted in imaginative play, yet the brand consistently evolves to meet the shifting desires of its audience, always staying relevant without losing its essence.

Take LEGO WorldBuilder, an innovative platform that invites fans to co-create stories and worlds, turning community contributions into something tangible. It’s a testament to LEGO’s commitment to collaboration and creativity. Then there’s its partnership with Epic, which expands the brand’s reach into virtual spaces, meeting younger audiences where they are while tapping into the global gaming zeitgeist.

LEGO’s dedication to children’s safety online is another example of thoughtful innovation. The brand has invested heavily in researching how kids interact in digital environments, ensuring their well-being remains a top priority even as LEGO ventures into new territories.

Meanwhile, its revamped loyalty program deepens connections with fans, offering more personalised rewards and exclusive experiences that resonate with both children and adults. This complements LEGO’s expanding focus on adult audiences, reflected in its growing range of intricate sets tailored to the evolving trend of adult play—from architectural marvels to nostalgic pop culture replicas.

LEGO’s strategy works because every innovation—no matter how cutting-edge or experimental—is firmly grounded in its mission to inspire creativity and imagination. Its roots remain strong, but its branches stretch far, adapting to cultural and technological shifts while nurturing a deeply loyal and ever-growing community.

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McDonald’s: Tapping into Fandom Without Losing Consistency

McDonald’s may be the ultimate symbol of consistency—familiar meals, consistent quality, and a global presence—but in recent years, the Golden Arches have become a master of experimentation, particularly in the realm of fandom.

Take the “As Featured In” campaign, a clever celebration of McDonald’s pop culture ubiquity. The 60-second spot highlighted moments where the Golden Arches were featured in popular TV shows and movies, culminating in a partnership with Loki Season 2 and the resurrection of an 80s-era meal, creating a nostalgic loop for longtime fans.

Then there’s the brand’s ongoing celebrity meal collaborations, which have tapped into the fervour of multiple fandoms. From BTS and Travis Scott to Mariah Carey, J Balvin, Cardi B & Offset, and Saweetie, these partnerships transform menu staples into cultural moments, blending the familiar with the thrillingly new.

Meanwhile, McDonald’s has leaned into the anime fandom with its playful WcDonald’s campaign, celebrating how the brand has been affectionately reimagined in countless anime series as “WcDonald’s.” This fan-driven homage not only acknowledges the brand’s accidental legacy in anime but also deepens its connection with a passionate, global community of anime enthusiasts.

The rise of Grimace as a fandom favorite is another unexpected twist in McDonald’s strategy. What started as a quirky throwback has grown into a phenomenon. Grimace even partnered with the MLB and the New York Mets last season, becoming a good-luck symbol and sparking playful engagement across generations.

And let’s not forget the 2023 collaboration with Kerwin Frost, a Harlem-born artist who helped reimagine the Adult Happy Meal with collectible cups and playful design.

But here’s the genius: none of this experimentation comes at the expense of McDonald’s core business. Price promotions, franchise marketing, and national campaigns continue unabated. It’s not either/or—it’s both.

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Glossier: Scaling Big Without Losing Intimacy

For Glossier, growth has meant making bold moves that some might have once deemed unthinkable. The brand that rose to fame as a DTC darling has stepped away from its direct-to-consumer roots to embrace major retail partnerships, including Sephora and SpaceNK. This shift reflects a clear understanding: to achieve sustained brand and sales growth, Glossier needed broader reach and bigger footprints.

The brand’s marketing strategy has followed suit, going beyond its minimalist, Instagram-perfect origins. In 2023, Glossier debuted its first-ever TV campaign for its cult-favorite You fragrance and launched striking OOH campaigns in major cities. Even its official partnership with the WNBA demonstrates its commitment to scaling up while connecting with wider audiences.

But going big doesn’t mean abandoning what made Glossier special in the first place. At its core, Glossier has always been about community. From the beginning, the brand has nurtured a network of modern-day Avon ladies—dedicated superfans whose feedback, advocacy, and loyalty remain integral to its evolution.

Now, Glossier is experimenting further in this space. Through a partnership with Try Your Best, Ty Haney’s virtual community and rewards platform, Glossier is doubling down on loyalty and niche engagement with ‘G Collective’; rewarding superfans with exclusive perks and fosters meaningful interactions, ensuring that even as the brand scales, its most passionate customers feel valued and connected.

This approach—combining consistency and reach with experimentation and loyalty—is a masterclass in the both/and mindset. Glossier proves that you don’t have to choose between broadening your audience and deepening your community. You can do both, and in doing so, create a brand that feels expansive yet personal, innovative yet grounded.

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The False Dichotomy That Holds Us Back

Why does this debate persist? Because it’s easier to pick a side. Consistency feels safe, like a cosy blanket of familiarity. Innovation, on the other hand, is thrilling—new, shiny, full of possibility. But leaning too far in either direction is a mistake.

Purists who cling to tradition risk becoming relics, stuck in a nostalgic haze while competitors charge ahead. Innovators who abandon their roots risk alienating their loyal audiences and diluting their message in the pursuit of the next big thing. Neither extreme works.

The reality is, consistency and innovation aren’t enemies—they’re partners. Together, they create a dynamic tension that fuels growth. Call it a productive friction: consistency anchors your brand, while innovation propels it forward.

This is the hallmark of a learning organisation—one that thrives by balancing the known and the new. Every experiment feeds back into the core, strengthening the foundation while opening doors to fresh opportunities. It’s not rocket science; it’s more like gardening. Roots keep the brand stable. Branches stretch outward. And shoots, the bold experiments, reach for the future.

Brands like LEGO, McDonald’s, and Glossier have cracked this code. They don’t just survive—they evolve, blending consistency and innovation into a cycle of renewal.

Let’s stop treating consistency and innovation as opposing forces and recognise them for what they truly are: the perfect double act.

The future doesn’t belong to brands that cling to the past or chase the next trend—it belongs to those that embrace the tension. Because the best brands don’t just stand the test of time—they shape it.