I’ve been using the analogy of a drum beat to help explain marketing for a long time now. Sometimes people think that you can create a lot of noise to attract attention and therefore the result is that you’ve gotten people to notice you. Making that kind of noise is like a teenager that pierces every inch of their face to get attention…it’s the wrong kind of attention. But a steady, easy beat that you can remember is the type of drum I’m talking about. Think about a catchy pop song that you recognize immediately because of it’s “easy to recognize” sound, the kind of song that’s hard to get out of your head. Wenda Millard quotes a Mercedes Benz exec, “If the only time I show you a Mercedes ad is just before you’re about to buy a fancy car, I’ve lost.” The truth is that advertising is a constant steady drum beat. Yes, there are times when you need to change the cadence to keep things interesting and at relevant times, but for the most part it’s a daily, weekly, monthly exercise. Advertising and brand building requires a long-term commitment, a change in culture.