Lisa Story is a senior brand, reputation and communications strategist with over 25 years’ experience at the top of the industry. Here she argues that the marketing industry’s obsession with “bravery” is often a symptom of weak strategic foundations. Truly bold creative work depends less on courage than on rigour, judgement and organisational confidence.
Tag: Strategy
Behaviour change: why finger-wagging doesn’t work with youth vaping
Millions of young people in England vape regularly. How can public health bodies and other organisations encourage them to act differently? Ed Gyde, CEO of Audience Social Marketing, discusses.
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When is good enough good enough?
Does using AI for creative work lead mean a trade-off for quality and impact? 1440’s Guy Corbet explores.
The power of breaking lines
One reality in media, as with politics in our post-digital age, is how quickly stories become atomised. This impacts brand equity too, as strategic communications advisor Gavin Haycock explains.
Communications 2025 and the new rule book (with fewer rules)
Agency board advisor Richard Medley outlines a roadmap for agencies (and their clients) to “do things differently” in 2025.
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Why executive social media is too important to be left to the professionals
Leaders’ own LinkedIn profiles are more powerful marketing channels than their owners may believe, argues 1440’s Ellen Bencard. Making them work better needs a deft hand and the right approach.
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How killer questions can lead to big changes
Annabel Dunstan MPRCA, Founder and CEO of Question & Retain, explores how the most powerful strategies come from asking the right questions.
In a competitive market, brands need to go beyond surface-level strategies to succeed. We’ve developed a distinctive approach to insights research built around asking “killer questions”—those that reveal deep truths and unlock actionable insights. By focusing on employees, clients, and external stakeholders, brands can drive growth, build stronger relationships, and create lasting change.