On the importance of staying the course.
Nothing is as boring as a long-term strategy: staying the course and then actually standing by it. Yet that is exactly what brands need to do if they want to make a real impact.
Brands and organisations are tumbling over each other to jump on the right trend train. Is something popular? Then it is immediately copied and given a forced link to the brand. Anyone who takes that route is by definition too late – and therefore just not cool.
Read the full column (in Dutch) by Sarah Hagens on Substack.
You can find more columns by Sarah Hagens, founder of HAGENS, on her author page at Adformatie.
