Ration your consistency.
You may think that consistency is a good thing, and it is if you are selling cookies, open-heart surgery, or a pair of running shoes. But from a marketer’s perspective consistency is boring. You need to shake people up, make them jump. A good scream or laugh never hurt anyone.
If you look back at some of the most talked about commercials of 2009 they all have one thing in common: They were different and caught people off guard. Consistency allows people to easily read you. If people can easily read you then why would they want to watch you to see what happens next?
Good marketing is suspenseful.