Slow boil

I’m finding the strategies we’re developing for our clients to play out over a far longer timeline than they ever did in the past. It wasn’t long ago that we used to plan 12-month campaigns. There was a start and end date. At about the 9 month mark we’d start developing the campaign for the next year. Not anymore. The reason is because we’re building communities around our brands. Campaigns can change. Communities evolve. It’s a longer process to build, but the value of a community verses that of a campaign is worlds apart. Is your brand investing the time?