Is it just me or is implementing and adhering to a long-term strategy no longer acceptable? These days if you’re in the Marketing Communications business too many people expect you to perform Popeye Marketing. They want something and they expect you to eat some spinach and get it for them right then and there, tjongolongo. The thing they are forgetting though, is that Popeye has to keep eating spinach every time he gets into trouble, it doesn’t last. That’s no way for a strategy to work.