Knowing the ending to a story does not harm the popularity of wanting to hear the story again. As a matter of fact, predictability can engage an audience because being predictable creates comfort and safety for the listener. This holds true for good brand building. Consistency can be a key ingredient to creating customer loyalty.
In an article by Investors.com Morry Stetnor paints a vivid picture of how predictability and consistency increased Ralph Lauren's success. Morry interviewed Faye Landes, the managing director at Consumer Edge Research, an equity research firm in Connecticut that studied the success of the Ralph Lauren Brand. She says, "I've never caught them in a slip and I've been in their stores all over the world. Everyone in every store is always on the same page. They all believe in the brand message."
Radio's secret formula creates an environment for consistency and predictability. The secret formula is Frequency + Relevance = Retention. However, the question to ask yourself is: What is the end result that I want my customers to experience?
The bottom line: make your talk reflect your walk.