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I felt all is said. However, I can go more in detail like; these two sides of same coin could be used according to product life cycle, for example, brand with established equity need repetition to generate recall of value proposition. A second case is; new brand needs stubborn repetition followed by trial to establish value proposition, next more communication to score a permanent place in mind.
On contrary, high-end communication with no substance of claimed value is considered a fraud, will not create repeat purchase. Third, brand with no value or less competitive value does not need to exist and invest in repetition.
Stubborn repetition will help the brand to remain in memory but it is value proposition which will help the brand to encash its worth.
Well, both are two sides of the same coin; without value or something to offer to the masses, repetition is pointless, & without repitition value won't be recognisable ...... However, the trick that's being used in marketing brands nowadays is simply convincing customers/ viewers..etc that the brand has some value to offer .... once you've achieved that..Vois la , repeat it enough & you got it.
Stubborn repetition lead to multiple imprints in consumer's mind. When face with a choice, the consumer will pick the brand that comes quicker in his mind. Value proposition is part of the message you stubborn repeat as a promisse.
Both have to go side by side and will be interdependant. An intelligent blend will do the JOB
My experience says that it happens with both ways but the one with value proposition would last for long.
I think value proposition is most important factor.
Whichever way whether stubborn repetition or value proposition, the brand becomes big in this particular case. Both scenarios lead to the same destination- "brand loyalty". However, itis important to note that "stubborn repititon" may either bring positive results or negative results for instance, some people may love the idea while some may find it irritating & a nuisence to them
