Asking When? when it’s important
In our recent bi-monthly LinkedIn newsletter we received quite a lot of interest and comments. In that newsletter, we emphasized the importance in marketing and branding of asking the question Why?.
That got me thinking about a few other key questions… like When? You can have the right message. The right words. Even the most thoughtful campaign. But if the timing is off, everything can fall flat.
In branding and marketing, asking when matters. It’s not just about delivery. It’s about impact.
We often think of timing as something left to logistics. A calendar detail. A scheduling issue. But when you zoom out, timing is strategy. It shapes how the message is received and how a brand is remembered.
The truth is, asking When? has never been more important.
The world moves fast. Attention spans are shorter. Cultural noise is constant. Brands don’t just compete for relevance, they compete for space in a distracted mind. While Why helps uncover purpose, Why not? propels the creative, and How shapes the execution. However it’s When that ensures the message lands with meaning.
Timing isn’t just about the calendar
Too often, timing gets pushed to the backend of the plan. But when you consider its impact, it belongs at the very beginning. Timing influences perception. It decides whether your audience has the capacity or the interest to care.
Ask yourself: When is our audience most open to this conversation? When is the space too crowded to be heard? When is the brand truly ready to deliver on this promise?
These aren’t tactical questions. They’re strategic ones. They can prevent missteps, protect the message, and preserve brand equity.
Context makes the difference
Great campaigns don’t always win because they’re first. They win because they arrive at the right time.
Nike’s “You Can’t Stop Us” campaign hit when the world was still in lockdown. People weren’t just looking for shoes or sports. They were looking for reassurance. For unity. For a reason to believe in something. That’s what the campaign offered. Not just a product story, but a cultural moment.
Contrast that with campaigns that jump into trending conversations without pause. Even with the best intentions, the message can fall flat or worse, backfire. The timing may feel reactive, rushed, or tone-deaf.
Asking When? forces a necessary pause. It makes space to think, assess, and align before releasing anything into the world.
Sometimes, waiting is the strategy
In a world where everything feels urgent, holding back can feel counterintuitive. But restraint can often be the smarter move.Wait until the product is truly ready. Wait until internal teams are aligned. Wait until the audience has room to listen.
Speed isn’t always a strength. In some cases, it’s the reason campaigns fail. Strategic timing isn’t about delay, it’s a discipline about choosing the right time.
The best moments aren’t in your calendar
Effective marketers don’t just focus on launch dates. They pay attention to micro-moments. When does the customer start to seek out solutions? When are they most likely to engage? When are they most distracted?
You won’t find these answers in a traditional timeline. They show up in data, yes, but also in empathy. In listening. In observing behaviour without forcing your way into it. That’s the difference between internal timing and external relevance. One follows a schedule. The other follows the audience.
The right message needs the right moment
Creative brilliance isn’t enough. Relevance has a shelf life. A good idea, poorly timed, is still a missed opportunity. But when a message and moment meet? That’s when it resonates. It doesn’t feel forced. It feels right. And it works.
Asking When? speaks volumes. It isn’t just a tactical decision. It’s a brand decision. One that signals thoughtfulness, awareness, and a genuine understanding of who your audience is and when they’re ready to listen.