I recently came across a post about Platforms vs Campaigns on Geoff Northcott’s supercollider blog.  Geoff covers some really great information and I definitely recommend reading the whole post, but I really wanted to share the two graphics below.  I think this is a really good model for brands that want to begin building long-term presence on the web to consider .

Multiple campaigns over X amount of years with digital integration

Multiple campaigns that continually build upon an ongoing platform