“Using the ‘Still Face’ Experiment, in which a mother denies her baby attention for a short period of time, Dr. Tronick describes how prolonged lack of attention can move an infant from good socialisation, to periods of bad but repairable socialisation.”
I was fascinated by this video, and think it extends to broader adult-level communication and social norms. A month or so ago, I tweeted: “Consistency is a great way to build trust.” with reference to brands, people and relationships. While spontaneity can have its benefits, providing people with a clear, on-target message will provide a platform for trust. This also allows for mutual expectations to be established and maintained.
Your thoughts?
Kate Kendall 
Consistency could lead to predictability which is good for existing customers and therefore would lead to a more trusting relationship. However, without spontaneous and fresh content that same predictability could lead to less visibility (less mind share) and you’d battle to win new customers.
Great point thanks Peter.