The marketing breakdown SA businesses actually read.
Every month we unpack what's working in marketing right now (strategy, AI, video, the local market) and what we'd do about it if we were you. Written between projects by the team at ThinkStory, tested on real clients first.
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The next issue of The Full Story is on its way to your inbox. In the meantime, catch up on past issues.
Four things, done properly.
The full breakdown
One considered issue a month on what is actually working in marketing right now, written in plain English for South African businesses. No noise, no filler.
Frameworks you can use that week
The 60/40 brand-building split. The creation-vs-burn content rule. Practical thinking you can put to work the same day you read it.
AI, used properly
How-to guides for making tools like ChatGPT and Sora work for your brand instead of sounding like everyone else’s.
The local view
Business confidence scores, market trends and lessons from rooms like LeaderEx and the 27 Breakfast, seen through a South African lens.
The split between brand building and performance marketing that the research says grows businesses fastest.
Every issue opens with a number like this one, and what it means for your business. That's the taste.
The last three issues, in full.
The Best Way to Build Trust With Your B2B Prospects
Our February newsletter: why positioning your customer as the hero (and your business as the guide) is the key to B2B trust, a simple ‘creation vs burn’ rule that keeps your content consistent, what the 27 Breakfast taught us about creativity, and four quick wins for the year.
Read this issue
The Long Game Pays Off
Our November newsletter: why the research backs a 60/40 split between brand building and performance marketing, what LeaderEx taught us about the long and the short of it, how to train your AI tools to sound like your brand, and what Sora 2 means for video.
Read this issue
Q4 Success Starts in September
Our September newsletter: why planning Q4 early leads to better campaigns and less stress, how lead generation and brand image work together on your website, and what a 125-year-old company teaches us about staying curious.
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