94 - From Story to Strategy: Lucas Mack on Authentic Brand Growth
Description
In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Tiffany Wilburn welcomes Lucas Mack, Head of Global Brand Strategy at Kubota N.A. Lucas shares how authentic storytelling and brand purpose can transform business outcomes. Drawing from his experience with Fortune 100 brands like Microsoft and Netflix, he reveals how storytelling builds trust, drives engagement, and fuels sustainable growth. He unpacks why purpose must precede profit, how emotion drives decision-making, and how AI can amplify human creativity. This episode is a masterclass for leaders seeking to connect more deeply with both their people and their audiences.
Topics Covered:
- How to leverage the five fundamental questions of storytelling (Who, What, When, Where, Why) to build authentic brand narratives
- Why emotional connection precedes logical decision-making in all purchasing decisions, regardless of culture or industry
- The crucial distinction between "brand" (internal truth) and "branding" (creative execution) in building lasting customer trust
- How to authentically embed purpose into company culture
- Why generational shifts are driving a return to purpose-driven leadership and marketing
- The "I Was Caught" framework for building employee engagement and retention
- How to balance data-driven decision-making with creative storytelling to drive growth
- Why AI should be viewed as an amplifier of human creativity rather than a replacement
Lucas Mack is the Head of Global Brand Strategy at Kubota North America, where he leads with a mission to unite authenticity, purpose, and storytelling. With over 18 years of experience, including founding a multimillion-dollar creative agency and consulting for Fortune 100 clients like Microsoft, T-Mobile, and Netflix, he helps brands align culture with vision. A TEDx speaker, author, and host of The Lucas Mack Show, he combines brand strategy with leadership transformation to drive trust and lasting impact.
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