Consistency Beats Novelty

Brand people love novelty.

Buyers… not so much.

In this episode of Cover Brand, Ethan sits down with Sebastian Hidalgo, co-founder of Durindal, to talk about why some brands endure while others keep tripping over their own “fresh ideas.”

The conversation opens with AC/DC (as all serious brand conversations should), and the famous Angus Young quote about having 13 albums that sound exactly the same. Which, it turns out, is one of the clearest explanations of brand consistency you’ll ever hear.

From there, Ethan and Sebastian connect the dots between music, memory, and market reality—why brands that “stay in their lane” are easier to remember, easier to buy, and harder to replace. They also dig into defense tech, B2B branding, and why credibility is built through repetition, not reinvention.

This episode is a reminder that most branding mistakes don’t come from doing too little—they come from changing too much.

Main Topics

• Why AC/DC is secretly a branding masterclass
• Consistency vs. creativity (and why it’s a false tradeoff)
• What marketers misunderstand about “getting bored” with their own brand
• How credibility is built in defense tech and other high-stakes B2B categories
• Why brands don’t need to surprise people—they need to be recognizable
• The danger of confusing internal fatigue with external wear-out

Brands, Tools & References Mentioned

• AC/DC — the accidental case study in brand consistency
• Coca-Cola — no one complains it tastes the same every year
• Durindal — Sebastian Hidalgo’s defense tech consulting firm - https://www.durindal.com/
• Cover Brand Covers Playlist (Spotify) https://open.spotify.com/playlist/6h4QzTqrtn9DIAPvdn1iCI

Who This Episode Is For

• Brand leaders tempted to “refresh” things that are already working
• B2B and defense tech marketers navigating trust-driven categories
• Anyone who’s ever said, “We need something new” without being able to explain why

Final Takeaway

If people recognize your brand, you’re doing something right.

If they’re bored of it… that might just be you.

Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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