Describing myself as a wine fanatic is an understatement. I love and appreciate many different varietals from all over the world. The trick to wine, though, is knowing when to uncork that bottle. Too soon unmasks a wine that is young and hasn’t yet evolved its complex nuances that make it worthwhile. Waiting too long, however, is not always the answer. You just might uncork that wine to reveal an expensive bottle of unsavory vinegar.

Clearly time is of the essence with wine. Each varietal and vintage is different, though. This is applicable to your company, its brand and your campaigns. The exact time, however, cannot be precisely determined from the outset. The components are planned and you have a general idea, but like wine, you have to monitor and engage in status checks to ensure you’re on track.

So how does time impact your company’s message or brand itself? To explore this answer, let’s look at the new Domino’s Pizza campaign.

For decades they served the same pizza and a drastic change clearly became necessary. Their wine, so to speak, had become sour and distasteful – evident from the focus groups and taste testings. They stuck with the same pizza for too long, allowing for a shift in consumer’s tastes which ultimately led to competitors surpassing Domino’s in popularity. Rather than patch the image and fix “the sour bottle of wine,” they threw it out completely in favor of a new recipe.

So how do you avoid becoming completely out of touch with your audience? How can you monitor the aging of your image to ensure you are achieving the full complexities (goals) you initially hoped to achieve? There is no single answer, but there are some steps you can take to stay focused and engaged.

Define a clear vision from the outset
In project management, the term is “scope creep.” If you do not concisely detail what you hope to achieve through your campaign goals and tactics to reach those goals, it’s very simple to lose track of the goal line. New ideas are great, but compounding your campaign with dozens of new strategies when you haven’t even implemented and monitored the success (or lack) of those strategies, you can quickly get in over your head and lose track of what was the campaign’s original messaging and vision. A lack of clear vision can lead to a campaign splintered with multiple messages firing haphazardly in all directions.

Monitor tactic responses
How is your new website doing – lower bounce rates, higher conversion rates? What are consumers saying about your product on social media sites? By engaging customers directly, does there seem to be an increase in satisfaction? Monitoring these responses will allow you to change your tactics as needed based on which mediums are the most successful for achieving your goals. Additionally, new opportunities that align with your goals may present themselves, and you need to be able to adapt readily, constantly aware of the environment in which your business operates.

Don’t be afraid to do a 180
Domino’s Pizza took a complete 180-degree turn. The signs indicated there was a need for immediate change. They didn’t jump the gun, though. Thorough research and a well-conceived marketing plan have led to success in their campaign. Consumers are giving their pizza another chance – more importantly, people actually like the pizza now! If your campaign isn’t working, if your brand is out of touch with your audience or if technology indicates a shift in your strategy is necessary, don’t let fear keep you clinging to that bottle of vinegar-wine.

So what is your brand’s varietal? The technology industry is quickly changing and improving. Young companies start up and campaigns may be completed and reinvented within a year’s timeframe, rather than decade. Technology companies just might have the perfect grapes for a Pinot Noir. Larger companies, such as Nike, have been running on their campaigns for years – a seriously robust Cabernet Sauvignon.

Your varietal depends on your unique ingredients.

How is your campaign or brand ranking today? Are you in tune with your customers? Is it time to evaluate your position or are you going strong with your Merlot? The competitive environment continues to change rapidly and you might be surprised how your wine (brand) has aged over the years.