It’s a reminder that your brand isn’t this week’s ad, concept, or social media campaign. You can fire off little cannonballs all day long — but they aren’t what’s important.
Your brand is the platform. It’s your ability to send out messages to lots of people who want to hear them.
Instead of thinking “what clever thing can we fire off this week” — think about how you build the platform and get more people eager to receive your next communications.