Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

Brands Are Built Over Years, So Why Do We Manage Them Over Quarters?

We can’t take credit for this very poignant question. That one goes to the big brains Leonard Lodish and Carl Mela over at Harvard Business Review, but I can repeat it - because it’s a question worth asking and one that comes up time and time again (most recently in the AMI article below - definitely worth a read).

We marketers love a refresh. A rebrand. A bold new campaign. But here’s the reality:

Consistent brands are stronger brands.