Letgo Continuity

         The single most important aspect of a campaign, in essence the heart beat of the ads is the continuity. I have touched upon this point in a previous post analyzing the campaign continuity of Wonderful Pistachios. I believe in present day advertising the general population responds the most to a single theme across all platforms or a single platform from a brand or service. When I see commercials and I immediately recognize the brand or service through the strategy of continuity I'm excited to see the new commercial within the campaign. When the audience is excited to see a new commercial within a campaign, all of the message strategies are received cognitively, making them more powerful yielding results for the brand.

Commercials that really have the continuity "it" factor for me is Letgo.

 Letgo is an application that is similar to Craigslist where you post a picture and description of an item you want to sell and wait for responses in your area.

All of these commercials are exactly 31 seconds long with a theme of people being in ridicules places trying to sell a ridicules item. It's perfect continuity.

Below are some tips to make sure your brand has strong continuity 

• Have an identifying logo for your company or brand.
• Utilize the same type of graphics and elements in all marketing materials and advertising.
• Keep your color scheme consistent, even the shading you use.
• Use the same style of fonts in all materials, and limit your use to only 2 or 3 different font typefaces.
• Deliver a consistent, unified message with similar verbiage in all campaigns.
• Have a plan and a dedicated marketing and advertising budget, and stick to them.