It happens all the time. A big announcement, a new campaign, and everyone forgets to tell employees until the last minute, not to mention involving in the planning in the first place.) And then it's a half-assed effort that lands with a thud or worse, at the minimum, squandering a tremendous brand authenticity and awareness opportunity.

Some communications agencies get it, and Greenough Brand Storytellers is one of them. I was talking with Jamie Parker and Phil Greenough recently. Here's some of what we hashed out.

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