Liam Moroney

Co-Founder, Storybook Marketing | Full-service demand generation agency

I lead Storybook Marketing, a consultancy that specializes in brand marketing strategy, to help companies become the brand that buyers think of, using an evidence-based approach to marketing.

We offer customized services, consulting, team workshops and training, to level up marketing programs so they are capturing market share and not just leads.

Founder

I'm launching a new content series, and I'd love to invite you to be part of it.

It's called Understanding Demand - not the tactics we do in demand generation, but rather how demand itself works from the market perspective.

Demand is not created by marketing, but by consumers and the market itself, and when the conditions of the market are different, it impacts the effectiveness of marketing more than anything we do.

My belief, and the culmination of my marketing experience, is that when we better understand the market and how it operates, we can do more effective marketing that reflects it.

This series will strongly be part of the content I produce here on LinkedIn, but I'm expanding it into long-form content across a podcast, video series, newsletter, and blog posts to cover topics in more depth.

If this sounds like something you'd like to be part of, sign-up to the mailing list and I'll share the content and updates directly:

https://lnkd.in/ezYkfPHS

Brand Marketer | Storybook Marketing | MarTech contributor

There's a famous quote from the economist John Maynard Keynes, that "the market can remain irrational longer than you can remain solvent."

He was speaking about investing but it has just as much application to marketing, because many a better product has come and gone, failing to change the status quo.

The majority of the market, as it often turns out, will embrace the status quo for a lot longer than the quality of incumbent options would have challenger brands believe.

Change usually happens at the fringe edges of the market, by those risk-tolerant few who are seeking better or segments who are much more underserved than the majority. 

The amount who make up these groups depends a lot on the category, and the current economic conditions surrounding it. But it's here at the fringes of categories that disruption occurs and often where it remains, leaving the center intact.

This is the reality of markets, and it can feel like irrational behavior to those trying to deliver better solutions to real problems.

It's also where marketing is uniquely positioned to help the company succeed. 

Marketing has, sadly, been reduced in its scope across industries, and a major consequence is the inability to develop strategy at a market-level.

We hyper-target for conversion, trusting technology and AI to find the exact people who want to buy a product like ours, but over time have lost the skill to know why many of those same people are unlikely to do so.

Markets are hard to change because most people actively resist risk and change until the cost of doing to becomes higher than the status quo or until a new status quo arrives. 

Budget can easily run out when trying to cause that change through conversion efforts, even when armed with a better product and a strong offer.

The real solution is for marketing to better understand the market - especially about who in it are underserved or unsatisfied and may provide the entry point. And, from there, what needs to happen through brand marketing to prevent a lifetime at the fringe.

That all happens when marketers can gain a bird's eye view of the market in the form of research and understanding, and how to navigate the market dynamics that can feel so very irrational to the non-marketers at the executive table.

There's a very big difference between trying to get someone to start thinking of you and preventing them from forgetting you - and a lot of the brand marketing we talk about is the latter.

Big brand campaigns, the ones that win awards and make waves in the marketing community, usually come from established brands who are trying to create new relevance through playful messaging and exploration of the brand assets.

It's fun to see and discuss, and plenty hard to do well, but it's also the outlier example of what brand marketing usually is.

It has also skewed a lot of how companies think about brand marketing, with it being often thought of as the fun, quirky, and expensive campaigns that rarely if ever talk about the product.

It's no surprise that brand gets neglected in budget talks in favor of more performance marketing when seen only like this.

The truth is that most effective brand marketing is delivering very product-centric messaging, and so it can be easily confused for performance kind - and made ineffective by being pushed to act more like it in the CTA and measurement.

Brand marketing isn't all about trying to make people feel things about you, while performance is about getting them to take action and buy you. 

That's a false choice where one will obviously win out over the other.

Rather, good marketing promotion is about trying to get as many people to know who you are, what you do, and when to think of you, and then performance is all about making sure you don't miss the opportunities that come along as people are ready to act.

That's brand and demand as a cohesive promotional team, working as a combo that is bigger than the sum of its parts.

As opposed to a false set of options you need to choose from, where one is fuzzy and wasteful and the other delivers results efficiently. 

No such reality exists that leads to being a big brand.

LinkedIn Top Voice | Marketing @ Clientell | AI-RevOps| Wellbeing partner | Social Eater

Most companies talk about employee wellbeing after burnout has already happened.

By the time surveys show disengagement or attrition increases, the damage is already done.

I believe employee wellbeing should work quietly, daily, and early inside how people actually work.

I am building Wanderfly with a simple but powerful idea.
Understand stress patterns before they turn into burnout.

My work focuses on predictive and everyday wellbeing rather than one off programs, annual surveys, or compliance driven initiatives. Real wellbeing is not an event. It is a system.

Through Wanderfly, I work with organizations to move from reacting to stress to preventing it.
From measuring wellbeing to truly protecting it.
From isolated initiatives to embedded support.

I spend most of my time thinking about

Early signals of burnout that companies miss

How daily work data reflects human stress

How technology can support wellbeing without adding noise

What the future of healthy work should actually look like

If you are an HR leader, founder, or people manager who believes wellbeing should be proactive and practical, we will likely agree on a lot.

Let us build workplaces where people do not have to break down before they get support.

Penchala Tharun 🚀

Our first event. Our first stall. A big moment for Wanderfly.in. 

We had an amazing time at the The Shape of Work Awards and it truly felt surreal.

Why this mattered to us
• First ever event stall for Wanderfly
• Live product demoed to 50+ HR and People Leaders
• Powerful conversations around predictive burnout intelligence and employee wellbeing
• Met inspiring founders from the HRTech ecosystem
• Had the honour of meeting and felicitating Dr. TV Rao, the father of Indian HRD

The feedback was incredibly encouraging.
Many leaders resonated with our belief that burnout should be predicted, not reacted to, and several showed interest in implementing Wanderfly in their organisations.

We wrapped up the day with an impromptu pitch to respected HRTech investors and walked away feeling energised.

A perfectly curated event and the best possible start to 2026 for us 🚀

🎁 Quick note
Visitors at our booth entered a lucky draw.
We’ll be selecting 2 companies to receive free 2 online wellbeing sessions worth ₹20,000.

Tagging everyone soon. Watch this space 👀

P.S: Great event requires a great team to pull off Kartik Mandaville Sadia Vali Yashasvi Jaiswal and team of SpringVerify

#Wanderfly #TSOWAwards #HRTech #EmployeeWellbeing #BurnoutPrevention #FounderJourney

Founder at Wanderfly | Building predictive employee wellbeing to prevent burnout before it starts

Copy‑paste this message to your team if you suspect burnout.

Quick check-in:  I’ve noticed the last few weeks have been intense
I don’t want you to push through silently
 1. What’s feeling heavy right now?
 2. What’s one thing we can pause/deprioritize this week?
 3. What kind of support would help most clarity, coverage, or time?

Most managers want to help. They just don’t have the words

If you manage people, save this and share it with one manager

#HR #humanresources #managers #founder #burnout #people

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The Battle

Liam Moroney

Penchala Tharun 🚀

Followers

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Liam Moroney's LinkedIn Performance

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