Going, Going… and Still Going for Gold: The Power of Compounding Creativity

Sockless imbecile.

Now, there are two words I’ve never used to describe the gurus taking centre stage at conferences.

Nor have I ever said, “If I have a thousand ideas and only one turns out to be good, I am satisfied.”

But then again, neither am I a marketing professor with 199,000 followers, or a 19th-century dynamite-monger who built one of the most enduring brands in history.

I’m just a simple man, trying to tie these two giants together on a small, yet very relevant string.

Because what one is preaching today, the legacy of the other has been practicing for 123 years. And what that legacy has been doing for over a century, the other argues is what marketers should start doing—now and for years to come.

Please follow along, for ComCom #3.

Feature Story: The Nobel Prize—A Masterclass in Consistency

What makes the Nobel Prize one of the most recognizable brands in the world today? Over 100 years have passed since the first award ceremony, and yet, its prestige remains undiminished. Just in the last few weeks, media outlets scrambled to cover the winners of the latest Nobel Prizes in physics, chemistry, medicine, litterature and peace, reaffirming its relevance. How did the Nobel Prize maintain this?

Sure, it helps to lean on the €410 million will of Alfred Nobel—the Swedish inventor of dynamite. After all, any marketing initiative is easier to run with a proper budget (as we all know).

But overall, it’s about something much cheaper: consistency.

In marketing, we love to talk about innovation and disruption, but very few brands achieve lasting greatness by constantly reinventing themselves. The Nobel Prize doesn’t chase trends. It stays true to its mission and keeps its message clear.?

As Mark Ritson rightly argues when he in Marketing Week calls many of the conference gurus “sockless imbecile” – consistency is the real secret weapon. A brand that stays true to itself and repeats its core message consistently is the brand that builds trust, recognition, and eventually, legacy.

Consistency: The Secret Weapon of Iconic Brands

The Nobel Prize’s success is not unlike other iconic brands that have embraced consistency as their defining trait.?

Take Apple, for example.?

(And apologies to my readers for showing off such a boring brand-example as Apple, but it has to do for now. I spent too much time dwelling on Mark Ritson, and the study from System1 & IPA I’ll soon show you, and also… harvesting mushrooms over a very beautiful Swedish October weekend. Anyways, back to Apple)

The company’s focus on minimalist design and simplicity isn’t just a one-off marketing tactic; it’s been the heart of the brand since its earliest days. Over time, that focus has compounded, solidifying Apple’s reputation as a leader in design and innovation—not because they constantly change, but because they don’t.

The Nobel Prize does the same. The world changes, but its mission—recognizing excellence—remains steady. That’s what makes it a symbol of greatness. As Ritson argues, success doesn’t come from constantly being new and different. It comes from being reliable.

Staying True Despite Controversies

Over the years, the Nobel Prize has faced its share of controversies—whether it was awarding the Peace Prize to Henry Kissinger in 1973 or giving the Literature Prize to Bob Dylan in 2016 (which, according to a recent interview on Swedish Public Radio with music manager Thomas Johansson, Dylan reluctantly agreed to receive, feeling he wasn’t worthy of it—then carried it away in a plastic bag.)

But through all of this, the Nobel Prize has never strayed from its core mission of recognizing those who contribute significantly to the world. By sticking to its principles the Nobel Prize has shown that consistency is not just about staying on brand when things are easy. It’s about holding steady when facing challenges. This commitment to its values adds to the respect the prize holds, because people know that its decisions, whether controversial or not, come from a place of purpose.

The Publishing Paradox: The More You Publish, The Less They See, The Bigger Impact You Have

The Publishing Paradox is simple: the more you publish, the less people remember the details, but the bigger your overall impact becomes. Think about it. Each Nobel Prize announcement might not grab your full attention every year. Some laureates are more well-known than others. Some categories get more coverage. But in the end, it doesn’t matter. The act of showing up every year compounds the Prize’s impact. It’s the consistency of presence that keeps it top-of-mind globally (and in the head of that Uber driver who didn’t recognize economics prize winner Angus Deaton but was immediately impressed once he found out).

For brands and marketers, this is key. It’s not about having a viral campaign every single time. It’s about showing up regularly, building recognition through repeated exposure, and creating an overall identity that sticks. Consistency compounds over time. The Publishing Paradox in action—the more you publish, the less they see, but the bigger the impact you have.

Compounding Creativity: Building Long-Term Impact

The idea of compounding creativity, which comes from a System1 & IPA study, takes this concept even further. The study introduces the Creative Consistency Score (CCS), which measures how well a brand maintains its creative narrative over multiple years. The result? Brands that stay consistent creatively see not only better ads but also better long-term results.

Why? Emotional engagement strengthens over time. A memorable slogan, a recurring theme, or a signature style sticks. And that’s where the magic happens—because emotion is what makes your brand memorable.

Look at the Nobel Prize. It doesn’t need to overhaul its image every few years because its core creative platform—honoring excellence—remains emotionally resonant. The message doesn’t change, and that’s why it endures. This ties back to software and SaaS companies, constantly iterating their product, releasing new features, evolving with their ICP’s known needs, or taking bets on their unknown needs. But no matter how many new functions are introduced, the core idea of your brand—your promise—needs to stay consistent. Because, as we all know, trends come and go fast, but emotional connections tend to stick around.

How Consistency Drives Real Business Results

The System1 & IPA study also reveals that brands with high creative consistency don’t just see better engagement—they also experience greater business effects. These brands report higher sales growth, better market share, and enhanced brand equity over time. That’s because staying consistent allows a brand to build trust with its audience, which ultimately leads to stronger financial performance.

It’s a long game, but it pays off. The study shows that brands which stick to their creative narrative year after year build compounding business effects. And here’s the kicker: brands that frequently change agencies or creative strategies don’t see the same level of success. Consistency, both in message and execution, is what drives long-term growth. Now, the 1921 Nobel Prize winner in Physics, more famously known as Albert Einstein, famously said: “Insanity is doing the same thing over and over again and expecting different results.”?

But perphaps the real insanity is this: Achieving results over and over again—and then stopping.

Because there’s a new CMO in town.

Or a flashy agency moved in next door.

Or a sockless imbecile on a conference stage, claiming that everything now is totally different.

The Nobel Prize shows us that true genius isn’t constant reinvention—it’s knowing when to keep going.

Our saved LinkedIn-posts this week

Are Agency Owners the Next SaaS Innovators?

Are agency owners especially suited to start a SaaS business? It’s an idea I hadn’t considered before, but after reviewing Marek Mrazik s post, I have to admit I surprisingly agree. As an ex-agency CEO running a 50+ person business, you quickly learn to focus on a few key things: cash flow and operational efficiency (because no one is funding you). These skills, among others, translate well to starting a SaaS business. While I might not agree with all of Marek’s points, it’s definitely an interesting take.

Why Zero-Click Content Still Leaves a Lasting Impression

In line with this issue’s article about consistency and compounding creativity, I really appreciate Liam Moroney down-to-earth take on zero-click content: “Virtually every advertisement ever displayed on television, radio, podcasts, print ads, mailers, bus shelters, airport terminals, wall murals, subway cars, trains, buses, or blimps, has gone without a click.” Basic attribution—like clicks and downloads—isn’t the ultimate guide for your marketing strategy. Impressions that don’t leave a digital trace can still leave a lasting mark.

Sponsored Message Ads (might) Return to the EU

And finally, some short news for European B2B marketers—Sponsored Message targeting to EU members seems to be making a comeback. Ben Brown broke the news to me, and there are some interesting questions being discussed in the comments.

Marketing Moves: Open Roles to Watch Across Europe

Website Manager, Leadfeeder (Remote First, Germany)

Leadfeeder is looking for a Website Manager to own their digital presence. You’ll manage the website strategy, optimizing for SEO, conversions, and user experience while collaborating with teams across marketing and sales. If driving growth through website performance excites you, this remote-first role could be your next move.

Head of Regional Marketing, Personio (Hybrid, London)

Personio is seeking a Head of Regional Marketing to lead their expansion across Europe. You’ll drive integrated campaigns, build regional strategies, and collaborate with cross-functional teams to grow Personio’s presence in new markets. If you’re ready to shape the future of HR tech in Europe, this is your opportunity.

Content Writer, Unlimit (Remote)

Unlimit is hiring a Content Writer to create impactful content for the fintech space. You’ll write SEO-optimized blogs, whitepapers, and thought leadership pieces that help amplify Unlimit’s global presence. If you have a knack for turning complex topics into compelling content, this remote role could be a great fit.

Look! It’s the finish line!

Congrats on making it all the way down here. I hope you found it time well spent! If you did, please tell your friends and colleagues—hell, maybe even your foes—about ComCom and Scaale.io I B2B Growth Partner . We’re just getting started, and there are some pretty cool things planned for 2024 (and beyond). We’re taking it one step at a time, and we’re excited to have you with us this early on.