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Once a quarter is too frequent. It’s takes 18 to 24 months to see if your strategy is even working. Doing longitudinal studies is the best way to understand if your advertising is working. Read Binet and Fields.
If you have to re-evaluate your strategy every quarter, then you don’t really have a brand strategy. You have tactics.
I agree.... strategy re-visit is only every 2 to 3 years with Goals follow-up every year. Tactics need to be checked every year. Objectives, every month/quarter...