— Is continuity really broken by just one person’s decision?(continued from previous entry)This time, I want to highlight a case of misalignment that occurred at a long-established manufacturer. Although the company had a strong market share and a reputation for product quality, signs had begun to emerge that their traditional approach was no longer resonating with a new generation of customers.
– Between Short-Term Ads and Long-Term BrandingIn the previous post, we shared a case involving a major manufacturer’s social media initiative.In the end, a flashy ad campaign was chosen, and the long-term branding strategy we proposed was set aside.
We’re heading in the same direction… or so we thought.
One day, a general manager from a major manufacturer approached us for advice on how to use Instagram to boost user engagement. The goal—enhancing brand awareness—was clearly shared.