This article is worth reading, especially this paragraph,
“You’ll find many ‘marketers’ pushing their social and interactive expertise with little true marketing experience in their backgrounds. This results in tactically driven campaigns that do not support a company brand promise or any kind of overarching strategy. It’s talking for the sake of having a mouth – but ultimately saying nothing.”
CEOs and or CMOs, already under pressure time wise, are giving too much responsibility to creative advertising agencies to manage their brands. This is a sweeping generalisation but the fact is creative advertising agencies do creative advertising because that’s all they do. Good luck to them but creativity design alone cannot build a brand.
Brand strategy is being sacrificed for speed, creativity, originality and one off tactics that have no longevity. Shareholders and consumers are the losers.