Story Behind the Strategy explores the intersection of communication, leadership, marketing, AI, and storytelling. Every article starts with a simple question: Why do some ideas connect while others are forgotten?
Viral campaigns create awareness, but do they build loyal customers? Learn why great brand marketing strengthens awareness, recall, preference, and loyalty instead of overshadowing the brand.
Over the past week, my LinkedIn feed has been filled with talented marketers from Sprout Social announcing they were looking for their next opportunity. Many loved what they were building. Many had spent years strengthening the company's brand. Overnight, they became a cost reduction—a line item on a spreadsheet. Thomas Barta and Patrick Barwise discuss this challenge in The 12 Powers of a Marketing Leader. Marketing is one of the few departments that is routinely expected to
Everyone deserves a voice. Not every opinion becomes the strategy. One of the biggest misconceptions about marketing is that everyone should get an EQUAL vote.
