I’ve noticed a recurring problem in modern marketing: we’ve become experts at filling content calendars, but we’re failing to build narratives that actually stick. We often mistake velocity for vision.
I recently sat down to write about this for the editors of CRM Magazine. The full article, now live at Destination CRM, explores why we need to stop treating CRM as a digital megaphone and start treating it as the nervous system of our storytelling.
In the piece, I explore the concept of "Narrative Coherence"—the idea that your CRM shouldn't just be a tool for blasting offers, but the vital nervous system of your brand’s long-term story.
Key Takeaways: In the article, I discuss:
- The "Long Middle": How to maintain brand affinity during the 95% of the time when your customers aren't in a buying window.
- Interference Theory: Why sending too many disparate messages causes your audience to forget you entirely.
- The Coherence Audit: Three practical ways to test if your loyalty programs and data strategies actually align with your brand's "One Big Idea."
Standing out doesn't require shouting louder; it requires speaking with a clearer, more unified voice. If we want to build brands that last a decade rather than just the next 24 hours, we have to rethink the role of CRM.
