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Why Marketing That Connects Outlasts Marketing That Shouts — Linda Derks on Building Brands People Trust

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IL, US, 26th August 2025, ZEX PR WIRE, In an age where consumers are bombarded by content at every scroll, swipe, and search, one voice is challenging brands to step back and rethink their approach. Linda Derks, founder of Linda Derks Strategy Group in Chicago, argues that the most effective marketing is not about being the loudest in the room—it’s about being the most meaningful.

“Shouting gets attention for a moment,” Derks explains. “Connection builds trust that lasts for years.”

With more than 15 years of experience guiding brands across industries like technology, healthcare, consumer goods, and finance, Derks has seen firsthand how quickly trends come and go. What doesn’t fade, she insists, is the human desire for authenticity.

From Noise to Nuance

Derks describes modern marketing as a crowded, sometimes chaotic space where brands are pressured to outdo each other with flashier campaigns, more aggressive promotions, or louder messaging. But in her view, this race for attention often backfires.

“Consumers are smarter than ever,” she says. “They can tell when a message is authentic versus when it’s just noise. And once you lose their trust, no amount of shouting will bring it back.”

Instead, Derks advocates for a nuanced approach. She emphasizes starting with clarity—understanding what a brand truly stands for, who it serves, and why it matters. From there, strategy and storytelling work together to create campaigns that resonate at an emotional level.

Building Brands on Trust

At Linda Derks Strategy Group, every project begins with a deep dive into a brand’s identity. Derks and her team work to uncover not just what the company sells but also the values and purpose behind it.

“A brand voice can’t be borrowed from competitors or built from buzzwords,” she explains. “It has to come from within. When a company is clear on its purpose, everything else—messaging, campaigns, even customer service—aligns more naturally.”

Her clients range from startups eager to establish a foothold to established corporations looking to reenergize their image. In both cases, Derks says the same principle applies: trust is the foundation of long-term success.

Data and Storytelling: A Balanced Approach

Derks acknowledges that marketing today is more data-driven than ever. Metrics like engagement, conversion rates, and ROI are vital for proving success. But she warns that numbers without narrative can fall flat.

“Data gives us direction, but storytelling creates connection,” she says. “If you only follow analytics, you risk losing the human side of the brand. If you only tell stories without measuring results, you risk irrelevance. The real power comes when you balance both.”

This balanced approach has earned her firm recognition for delivering campaigns that are not only creative but also measurable in their impact. Clients consistently credit her with simplifying complex insights into actionable strategies that drive both engagement and revenue.

A Broader Role in the Marketing Community

Beyond her client work, Derks plays an active role in shaping the marketing conversation nationwide. She is a frequent keynote speaker at industry conferences, a contributor to leading marketing publications, and a mentor for emerging professionals.

Her commentary often focuses on the evolving role of authenticity in branding, particularly in a marketplace increasingly influenced by AI, automation, and digital transformation.

“The tools will keep changing,” she notes. “What won’t change is the fact that people buy from people they trust. Whether we’re using billboards, social media, or AI-generated campaigns, connection will always be the deciding factor.”

Lessons from 15 Years in the Field

Over the course of her career, Derks has watched brands rise and fall. Some flared brightly with attention-grabbing campaigns but struggled to maintain relevance. Others took the slower, steadier path of building relationships—and are thriving today.

Her takeaway is clear: “Sustainable growth comes from consistency, not stunts. Brands that take the time to build real trust with their audiences will outlast those chasing quick wins.”

She often draws parallels between marketing and architecture. Just as strong buildings need solid foundations, strong brands require trust at their core. Without it, no amount of polish or noise can sustain them.

The Chicago Edge

Derks credits much of her perspective to her Chicago roots. The city’s mix of tradition and innovation has influenced her approach to strategy—grounded, yet forward-looking.

“Chicago has this incredible balance,” she reflects. “It’s a hub for business and culture, but it also values authenticity. That balance is something I carry into my work. Clients don’t just want ideas—they want ideas that will actually work in the real world.”

Looking Ahead: The Future of Connection

As the marketing landscape continues to evolve, Derks remains focused on what she calls “connection over clamor.” She believes the next decade will bring even more digital noise, making authenticity more critical than ever.

“Consumers are overwhelmed,” she says. “They’re looking for brands that cut through the chaos by being genuine. The companies that thrive will be the ones that choose connection over volume, trust over gimmicks, and clarity over confusion.”

Her advice to brands navigating this shift is simple: slow down, listen, and invest in understanding your audience.

Voices from Clients

Clients who have worked with Derks echo her philosophy. One technology startup founder shared, “Linda helped us realize that our story wasn’t about features—it was about people. Once we started focusing on the human side of our brand, everything changed: engagement, sales, even team morale.”

Another client in the consumer goods sector noted, “She challenged us to stop chasing every trend and instead stay true to our core. The result was a campaign that felt authentic, and it connected with our customers in a way we hadn’t seen before.”

About Linda Derks

Linda Derks is a Chicago-based Marketing Strategist & Brand Architect and the founder of Linda Derks Strategy Group. With more than 15 years of experience across technology, healthcare, finance, and consumer industries, she is known for helping organizations discover their authentic voice and translate it into strategies that build trust and drive measurable results. Derks is also a frequent keynote speaker, published contributor, and mentor committed to advancing the future of marketing through authenticity and collaboration.

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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Press Release

CGTN: How China, ROK leaders open new prospects for ties at Gyeongju meeting

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Following a face-to-face meeting between Chinese President Xi Jinping and ROK President Lee Jae-myung in Gyeongju, CGTN published an article highlighting how head-of-state diplomacy sets a new course for China–ROK relations and how the two countries can strengthen strategic communication, deepen cooperation, and promote mutual understanding for the benefits of both peoples and regional peace and development.

Just after dawn in Jeju, the Republic of Korea (ROK), crates of fresh produce are loaded onto a vessel bound for Qingdao in east China.

Launched on October 16, the Qingdao-Jeju container line is Jeju’s first regular international shipping route. Thanks to this route, a journey that once took two weeks can now be completed overnight.

More than just a faster trade link, it signifies a renewed rhythm in China-ROK cooperation. Two weeks later, on November 1, that momentum found its political echo when Chinese President Xi Jinping and ROK President Lee Jae-myung met in Gyeongju, ROK, to chart the next stage of bilateral ties.

At the meeting, President Xi described China and the ROK as “important close neighbors that cannot be moved away and cooperation partners that cannot be separated.” He stressed that “promoting the sound and steady development of China-ROK relations is always a right choice that serves the fundamental interests of the two peoples and conforms to the trend of the times.” Xi’s words set the tone for a relationship that, though tested by changes, continues to move forward with mutual respect and mutual benefit.

‘Important close neighbors that cannot be moved away

During the meeting, President Xi called for strengthening strategic communication and consolidating the foundation of mutual trust, urging both sides to respect each other’s social systems and development paths while properly handling differences through friendly consultations. He also emphasized joint efforts to uphold true multilateralism and promote a fairer global governance system.

High-level exchanges have warmed up in recent months. In August, President Lee sent a special delegation led by former National Assembly Speaker Park Byeong-seug to China for a four-day visit, carrying a personal letter from the ROK president with a clear message: to put bilateral relations back on a stable and constructive track. In September, National Assembly Speaker Woo Won-shik attended events marking the 80th anniversary of the victory of the Chinese People’s War of Resistance Against Japanese Aggression and the World Anti-Fascist War in Beijing, followed by Foreign Minister Cho Hyun’s first official visit in his current role, signaling Seoul’s commitment to dialogue and renewed trust.

Niu Xiaoping, assistant research fellow at the Shanghai Institutes for International Studies, sees the Gyeongju meeting as more than a routine encounter. Niu said President Xi’s visit played “a bridging and guiding role,” helping China and the ROK “recalibrate and define a new positioning” for their partnership.

‘Cooperation partners that cannot be separated’

Economic ties have long been the backbone of the relationship. China has been the ROK’s largest trading partner for 21 consecutive years, while the ROK has regained its position as China’s second-largest trading partner. In 2024, bilateral trade reached $328.08 billion, up 5.6 percent year on year.

President Xi called for accelerating the second phase of the China-ROK Free Trade Agreement and tapping the cooperation potential in emerging fields such as AI, biomedicine, green industries and the silver economy.

“To help one’s neighbor succeed is to help oneself,” said Xi. Lee, for his part, stressed that economic cooperation between the two countries is “vital and indispensable” when answering a question from a CMG reporter.

President Xi also highlighted the importance of better communicating with the media and the general public, sending more positive messages and checking tendencies that may harm the relationship.

This emphasis on public perception has found concrete expression in people-to-people exchanges. Since China introduced visa-free entry for ROK visitors last November, and the ROK followed with a temporary visa exemption for Chinese group tourists this fall, travel between the two nations has surged. People from the ROK made near 2 million trips to China from January to August this year, a 40-percent increase year on year.

https://news.cgtn.com/news/2025-11-01/How-China-ROK-leaders-open-new-prospects-for-ties-at-Gyeongju-meeting-1HWZZsLEXh6/p.html

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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Press Release

CGTN: How China, ROK leaders open new prospects for ties at Gyeongju meeting

Published

on

Following a face-to-face meeting between Chinese President Xi Jinping and ROK President Lee Jae-myung in Gyeongju, CGTN published an article highlighting how head-of-state diplomacy sets a new course for China–ROK relations and how the two countries can strengthen strategic communication, deepen cooperation, and promote mutual understanding for the benefits of both peoples and regional peace and development.

Just after dawn in Jeju, the Republic of Korea (ROK), crates of fresh produce are loaded onto a vessel bound for Qingdao in east China.

Launched on October 16, the Qingdao-Jeju container line is Jeju’s first regular international shipping route. Thanks to this route, a journey that once took two weeks can now be completed overnight.

More than just a faster trade link, it signifies a renewed rhythm in China-ROK cooperation. Two weeks later, on November 1, that momentum found its political echo when Chinese President Xi Jinping and ROK President Lee Jae-myung met in Gyeongju, ROK, to chart the next stage of bilateral ties.

At the meeting, President Xi described China and the ROK as “important close neighbors that cannot be moved away and cooperation partners that cannot be separated.” He stressed that “promoting the sound and steady development of China-ROK relations is always a right choice that serves the fundamental interests of the two peoples and conforms to the trend of the times.” Xi’s words set the tone for a relationship that, though tested by changes, continues to move forward with mutual respect and mutual benefit.

‘Important close neighbors that cannot be moved away

During the meeting, President Xi called for strengthening strategic communication and consolidating the foundation of mutual trust, urging both sides to respect each other’s social systems and development paths while properly handling differences through friendly consultations. He also emphasized joint efforts to uphold true multilateralism and promote a fairer global governance system.

High-level exchanges have warmed up in recent months. In August, President Lee sent a special delegation led by former National Assembly Speaker Park Byeong-seug to China for a four-day visit, carrying a personal letter from the ROK president with a clear message: to put bilateral relations back on a stable and constructive track. In September, National Assembly Speaker Woo Won-shik attended events marking the 80th anniversary of the victory of the Chinese People’s War of Resistance Against Japanese Aggression and the World Anti-Fascist War in Beijing, followed by Foreign Minister Cho Hyun’s first official visit in his current role, signaling Seoul’s commitment to dialogue and renewed trust.

Niu Xiaoping, assistant research fellow at the Shanghai Institutes for International Studies, sees the Gyeongju meeting as more than a routine encounter. Niu said President Xi’s visit played “a bridging and guiding role,” helping China and the ROK “recalibrate and define a new positioning” for their partnership.

‘Cooperation partners that cannot be separated’

Economic ties have long been the backbone of the relationship. China has been the ROK’s largest trading partner for 21 consecutive years, while the ROK has regained its position as China’s second-largest trading partner. In 2024, bilateral trade reached $328.08 billion, up 5.6 percent year on year.

President Xi called for accelerating the second phase of the China-ROK Free Trade Agreement and tapping the cooperation potential in emerging fields such as AI, biomedicine, green industries and the silver economy.

“To help one’s neighbor succeed is to help oneself,” said Xi. Lee, for his part, stressed that economic cooperation between the two countries is “vital and indispensable” when answering a question from a CMG reporter.

President Xi also highlighted the importance of better communicating with the media and the general public, sending more positive messages and checking tendencies that may harm the relationship.

This emphasis on public perception has found concrete expression in people-to-people exchanges. Since China introduced visa-free entry for ROK visitors last November, and the ROK followed with a temporary visa exemption for Chinese group tourists this fall, travel between the two nations has surged. People from the ROK made near 2 million trips to China from January to August this year, a 40-percent increase year on year.

https://news.cgtn.com/news/2025-11-01/How-China-ROK-leaders-open-new-prospects-for-ties-at-Gyeongju-meeting-1HWZZsLEXh6/p.html

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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Press Release

TP Team Unveils Groundbreaking Sustainable Investment Strategy for Digital Assets

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As global markets continue to embrace sustainability and technological innovation, TP Team is proud to announce the launch of its Sustainable Digital Investment Strategy, a visionary approach that combines responsible investing principles with the dynamic potential of digital assets. This initiative reflects TP Team’s commitment to delivering long-term value while fostering environmental and social responsibility across its investment portfolio.

 

A Future-Oriented Approach to Sustainable Digital Investments

TP Team’s strategy focuses on integrating sustainability into the fast-growing digital asset sector. By aligning its investment framework with environmental, social, and governance (ESG) standards, the company seeks to redefine how digital investments contribute to global sustainability objectives.

Through tokenized real-world assets (RWAs) and other innovative financial instruments, TP Team enables investors to access new opportunities in a transparent, efficient, and socially responsible manner. This approach not only enhances portfolio diversification but also supports a greener, more equitable future.

Risk Management for Long-Term Growth

At the heart of TP Team’s sustainable investment strategy is its Five-Stage Risk Control Model, designed to minimize exposure and ensure consistent returns. Leveraging data-driven insights and AI-powered predictive analytics, TP Team identifies emerging market trends and aligns them with ESG-driven opportunities.

This proactive risk management framework provides investors with the confidence to navigate the evolving digital asset landscape while maintaining stability and sustainability in their portfolios.

Harnessing Technology for Responsible Investing

TP Team continues to utilize advanced technologies such as big data, AI, and blockchain to enhance transparency, accountability, and performance in sustainable investment management. These tools enable the firm to monitor sustainability metrics, assess potential risks, and make informed decisions that align with both investor goals and environmental priorities.

Empowering Investors Toward a Sustainable Future

TP Team’s sustainable investment strategy is tailored for forward-thinking investors who seek to achieve financial growth while supporting global sustainability initiatives. By prioritizing transparency, accountability, and long-term value creation, TP Team empowers investors to contribute to positive global change without compromising profitability.

As the financial world transitions toward a more sustainable and digital future, TP Team remains at the forefront—delivering innovative investment solutions that balance profitability with purpose.

 

About TP Team
TP Team is a forward-thinking digital investment firm dedicated to integrating sustainability, technology, and responsible investing. The company focuses on creating long-term value for investors through strategies that align financial growth with environmental and social progress.

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Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Digi Observer journalist was involved in the writing and production of this article.

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