What is Marketing? With Kory Marchisotto [Uncensored Renegades]

Instead of drowning in an infinite sky of data "stars," effective strategists practice "constellation building." This involves identifying the brightest, most significant signals and connecting them to form a coherent strategic picture. This mental model creates clarity and translates overwhelming information into an actionable plan.

A powerful, unsolicited indicator of a strong brand ethos is when job candidates report that every interviewer they met was "remarkably consistent." This feedback reveals that the brand's values are deeply embedded and radiating from every employee, serving as a real-world audit of your internal brand alignment.

When 25 senior marketers were asked "what is marketing?", they gave 25 different answers. This reveals a fundamental lack of a unified definition within the profession itself. This ambiguity contrasts sharply with more codified functions like finance or legal, highlighting marketing's uniquely broad and often misunderstood scope.

Brand building is not siloed within the marketing department; it's the collective responsibility of every employee. Functions like finance, supply chain, and legal all contribute to the brand's perception through their daily actions, language, and external signals. Every interaction an employee has represents the brand.

To produce work that authentically reflects your brand, you must hire people who inherently embody its ethos. A brand aiming to be a "bold disruptor," for example, cannot achieve its goals by hiring conservative people. Your hiring process is a direct extension and critical reinforcement of your brand identity.

Shift from the passive concept of "storytelling" to the active embodiment of "story living." This means the brand doesn't just narrate its story; it lives its ethos through every action, product, and employee interaction. This ensures authenticity and transforms the brand itself into a real-time beacon of its values, moving beyond words to demonstrable action.