Why the first 90 days after a brand launch matter most

Launching a new brand is not the end of the work — it is the start of the most important phase. The first 90 days decide whether the change sticks in a customer's mind or fades quickly.

Consistency in this period matters more than creativity. The same colours, the same tone, the same message everywhere — repetition, not constant change, is what cements a new brand.

A new brand needs 90 days of consistent application to settle in a customer's mind.