Forbes Communications Council: Make It Stick: Key Elements Behind Memorable, Results-Driven Campaigns

Memorable campaigns are fun to talk about. They get remembered, repeated, even admired.

But memorability on its own is not enough.

For a campaign to truly work, it has to connect with your customer’s needs in a way that prompts them to act. Otherwise, it is just a good story floating around with no real business impact.

That is the perspective I shared in my latest Forbes feature, where I joined 19 other communications leaders to unpack the formula behind campaigns that stick and convert. The article, “Make It Stick: Key Elements Behind Memorable, Results-Driven Campaigns,” offers practical advice for building stories that not only land but lead to results.

Here is what I shared:

Memorable + Relevant = Action
It is not enough for a message to be clever or sticky. To drive outreach, your campaign needs to be remembered and tied directly to what matters most to your audience. That is the leap from “great story” to “business impact.”

Why this matters to me:
I have always believed that marketing’s real job is to create momentum. And momentum does not happen when people simply recall a tagline. It happens when they recall it and see themselves in it.

When campaigns are memorable but irrelevant, you risk being top-of-mind but bottom-of-list when buying decisions get made. That is wasted effort. But when you earn both recall and relevance, your story becomes the bridge between attention and action.

At Grounded Growth Studio, I help early- and growth-stage companies design marketing systems that actually drive revenue. And the truth is, most systems break if the messaging is not doing both jobs at once. Campaigns should be:

→ Memorable enough to cut through noise.
→ Relevant enough to matter right now.
→ Clear enough to make the next step obvious.

Because the best campaigns do not just get remembered. They get results.

This Forbes piece is a strong roundup if you are looking for inspiration on how to build messages that last in the mind and move the needle. It is full of ideas you can apply to your next campaign brainstorm.

The takeaway:
A story that sticks is valuable. A story that sticks and sparks action is where real growth happens.

Want help building campaigns that are designed for both recall and results? Let’s talk.