The urge to “breathe new life” into a brand can be hard to overcome. More often than not, these attempts at revitalization come in the form of new campaigns. But Communicus data clearly shows that advertisers are often better off relying on the same campaigns. In her monthly column for The Drum, Communicus CEO Jeri Smith reveals why existing campaigns nearly always work better than new ones – and how to avoid degrading brand equity with ads that just don’t deliver.
