Author name: Sarah Tourville

For years, brand narrative was often treated as a marketing exercise. Important? Sure. Strategic? Sometimes. A boardroom conversation Rarely. But this is changing. Recently, I came across a trend that immediately caught my attention: major organizations are increasingly creating roles focused on storytelling and narrative. Titles like Head of Narrative, Lead Storyteller, and Storytelling Director

I was reviewing a piece of copy recently and scratched out the word “fast” when it referred to the B2B buyer journey. My thinking was simple: B2B buying is not fast. These are big decisions. Expensive decisions. Decisions that involve multiple stakeholders, budget scrutiny, procurement, demos, internal conversations, and usually at least one person who

AI is showing up everywhere in brand messaging right now. That is not the problem. The problem starts when brands lean on the term too heavily without clearly explaining the value behind it. That is where AI-washing begins. AI-washing happens when companies use AI language to sound more advanced, modern, or competitive, but fail to

AI has brought power and precision to marketing. Campaigns launch faster. Content scales with ease. Data flows in real time. But for all that intelligence, one thing is too often missing: empathy. As I said in Forbes: “Don’t automate without empathy. The most effective automated emails feel like they were written just for the reader