Managing a brand used to be seen as one long engagement – a series of longer-term moves playing out over time balanced with some short-term tactics that supported them.
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It used to be that you’d come up with the ‘big campaign’ that defined your brand then pass it along to whoever was responsible for your in-store, your promotions or your social and look for consistency. This feels like a million years ago.
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Today, succeeding in market means winning hundreds of smaller battles, on multiple fronts; creating hundreds of first impressions and getting them right, again and again and again. These, without the ‘air cover’ they would have had ten years ago. It’s about creating a series of initiatives that live on their own and still add up to something more. These are no longer adjuncts to the ‘big campaign’, they are ‘the campaign’.