Success Ronn Torossian 5WPR CEOMarkets are crowded. No matter what you do, there will be competition vying for your market share. That’s the nature of free enterprise. However, the strength of free enterprise as a system lies in the ability to build and protect your reputation.

But what would you rather be known for? Consistency or uniqueness? Which trademark should your consumer PR strive for?

These are questions that keep many business owners up at night. Would they rather be known for exceptional – but consistent – quality and service, or would their customers prefer to be surprised by true greatness from time to time?

The debate rages even as social media and multimedia digital devices have turned traditional marketing inside out. On the surface, shock and awe seem like the new standard…but is it, really?

Let’s take a look at the pros of both consistency and uniqueness:


  • This provides comfort for your customers
  • Consistency inspires loyalty – people love to know what to expect
  • People can define your quality and know where you “fit”
  • Helps people make easy decisions


  • This gets people talking and gives them something interesting to say
  • Provides pop, punch and all sorts of action verbs
  • Uniqueness promotes responsiveness from customers
  • They may love you or hate you, but they will remember you

Bottom line, do people prefer Old Faithful or random volcanoes? Answer: It depends on the people. Both have their place in most markets. Consider, extreme sport skydivers are some of the most random and excitable people on the planet, but they want their gear consistent. The chute better open, right? Readers, on the other hand, love to curl up with a cozy book. But they are also open to reading new things and, thus, experiencing new things. See where we’re going with this?

Ronn Torossian
concludes that the entire question is flawed. You need not choose between consistency or uniqueness. In areas of quality and service, you need to excel at consistency. In areas of entertainment and curiosity, don’t be afraid to try new things.

Of course all this good advice can blow up in your face if you fail to communicate your direction or plans in a way your customers can connect with.


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.