Interesting presentation of Paul Isaakson on modern brand building.
The essence can be laid out in the two contraries:
Campaining = marketing for short term gains.
Committing = creating an evolving collection of coherent brand ideas and experiences over time.
Just one sentence struck me as a bit strange:
Campaining = changing your core brand message to fit what you think people need or want to hear today so that they buy your product or service
Campaigns don’t always change core brand messages, do they? I surprised by that assumption…