Brand or demand? Most marketers have wrestled with that question, and in this conversation, Charlie Riley sits down with Sara Ajemian to explore why it shouldn't be a divide at all.

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Sara shares how storytelling, awareness, and demand must connect across the funnel - from awareness metrics to demo interest, from billboards to nurture campaigns. She explains why pre-work, shared goals, and a clear North Star allow marketers to measure success, plan campaigns, and align with sales and product teams.

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This episode unpacks how brand becomes the connective tissue across the organization, why tension and pain points drive powerful campaigns, and how marketers can confidently say "no" when ideas don't fit the plan.