The campaign is dead; long live the movement

Face it. Campaigns are dead.

Placing our hopes in a continuous cycle of ever-changing sales and slogans is foolish.

• Campaigns motivate customers; movements inspire followers.
• Campaigns are fleeting; movements are evergreen.
• Campaigns wither as the ad budget runs out; movements outlive their budgets.

Jim Beam is a movement. Harley-Davidson is a movement. Facebook, Twitter and Pinterest are movements. So are Coke, and John Deere, and Zippo, and Marvel, and the Coen Brothers, and MINI Cooper.

• Microsoft is a series of campaigns; Apple is a movement.
• Six Flags is a series of campaigns; Disney is a movement.

Ads create campaigns; content builds movements.

Go build a movement. Create content that matters.