Ideas vs Testing in Advertising

Made for Testing

Have a great idea? Cool, put it on your portfolio. The world isn't going to see your great idea if it doesn't test well.

Seems fair enough. For a crossing-your-t's one-off it is. For creating a strong brand, it isn't.

Why it's a problem

For agencies it sucks because their creatives are creating for testing, not for air time. But, that'a s whole other post. For now, I'm speaking to why testing is bad for brands.

Here's what testing doesn't account for: time. 

Time + consistency is what leads to recognition and loyalty, which is what will lead to long-term sales.

Consumers don't become loyal to a commercial that tests well, but a brand that they can identify easily through their consuming lives.

That's not to say a commercial that tests well couldn't be a great campaign.

Solution

It is to say that, it doesn't really matter what the fuck you put out there, as long as it's a great idea and you stick with it.