Which would you rather have in your marketing strategy?

Geico has been leveraging the gekko since 1999 - because it is effective. Changing their mascot every year or two wouldn't work. The consistency in place and the patience to allow the idea to grow bring value that builds upon itself over time.

Keep trying new things until you find something effective. The tricky part can be sticking with what's working since it won't be new forever.

New can be addictive that way.