Brand's Best Friend

Why “strategic storytelling”?

Most companies advertise or otherwise communicate with the people they'd like to turn into customers. And many are working hard and spending even harder to share those messages. But few companies have compelling stories to tell. Communicating generic messages like "Sale ends Friday" simply won't work, unless your product is so unique and meaningfully different that...
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Spending Without Strategy: Recipe for Disaster

I am horrified to share that I have, more than once in my career, heard a marketing director or CMO refer to their 3rd and 4th quarter marketing plans as a "spend down" of remaining budget dollars. For example, "We need a plan for our $2 million spend-down to finish out the year." While commissioned...
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