🔁 Why Are Buttons Misaligned? ④ — Seeds of Marketing #64

— If you can’t sustain it, the brand can’t grow (continued from previous entry) From the case shared in the previous post, one thing became clear: continuity is critical in content marketing. No matter how enthusiastically a project is launched, without a shared long-term vision across the team, it risks becoming hollow over time.

Beneath that fragility lie two common issues: ✨ Over-reliance on individual team members ✨ A bias toward short-term outcomes

🎯 The Risk of Person-Dependency

One major reason projects stall is excessive reliance on a single individual. This is especially true with social media and content marketing, where it’s easy to fall into the trap of: “It’s going well because that person is good at it.” But people change roles. Talent mobility is increasing across departments. If the project vision isn’t properly handed over, it fades. This is a structural risk every industry faces.

🧩 The Key to Continuity: “Shared Vision” and “Systemization”

So how do we avoid that risk? The answer is simple—but not easy. You need to: ✅ Share the purpose and goals of the project across the team ✅ Build a system that allows for smooth handovers and ongoing awareness For example:

Hold regular team reviews on objectives, KPIs, content direction, and user engagement
Document background decisions and insights
Use knowledge-sharing tools to make the project’s “why” visible

These small, steady practices help maintain the “emotional temperature” of a project, even as roles shift.

🧭 There’s Value That Can’t Be Measured in the Short Term

Another important point: Just because results aren’t immediately visible doesn’t mean the effort lacks value. When it comes to brand building and fostering user relationships, there is a phase where trust must be built before numbers follow. By steadily communicating your brand’s worldview and values over time—alongside short-term promotional efforts—you actually strengthen both.

🗣 How Are You Handling It in Your Team?

Person-to-person dependency, handover gaps, and short-term KPIs—these are not isolated problems. ✨ How does your team maintain long-term projects? ✨ Are your goals truly shared across the team? In the next post, we’ll dive into a case study from a cosmetics brand facing a generational shift. We’ll explore how they bridged the gap between different generations to build lasting brand relevance. (to be continued)