When planning their strategies, I believe that some companies don’t ask “How will it look like once it’s successful. Although KPI’s are good in measuring the success of a campaign, but how often do brands take a step back and think about how well their system is working, is it sustainable, and is it actually achieving the goal we initially set. Having a clear direction in mind from the beginning will help them stay on track and make sure that every step along the way is bringing them closer to the ideal look of the strategy.