Why People Remember Some Names and Forget Others
Consistency Is the Secret Code of Branding
By Noubikko for Noubi Says 
If branding were a secret society, consistency would be the password.
Not money.
That is the secret code.
And once you understand it, you'll start seeing it everywhere.
The Restaurant Test
Have you ever visited a restaurant because somebody recommended it?
You arrive excited.
The food is excellent.
The service is wonderful.
You leave thinking:
"This is amazing. I'll definitely come back."
Then six months later you return.
The food is terrible.
The waiter looks angry.
The coffee tastes like it lost a fight.
Suddenly you're confused.
Was this the same restaurant?
The problem was inconsistency.
People forgive mistakes.
They rarely forgive unpredictability.
Why McDonald's Wins
Let's be honest.
Nobody flies across the world because they heard about a life-changing hamburger.
Yet millions of people visit McDonald's every day.
Why?
Because people know exactly what they're getting.
Whether you're in Manila, Prague, San Francisco, or Tokyo, the experience is familiar.
Consistency creates comfort.
Comfort creates trust.
Trust creates business.
