# Balancing the Future Ep. 33 - The Science Behind Story-Driven Marketing with Toi Eshun

Page: https://stenobird.com/podcast/becker-accounting-podcasts-7053358/balancing-the-future-ep-33-the-science-behind-story-driven-marketing-with-toi-eshun
Text version: https://stenobird.com/podcast/becker-accounting-podcasts-7053358/balancing-the-future-ep-33-the-science-behind-story-driven-marketing-with-toi-eshun.md
Podcast: [Becker Accounting Podcasts](https://stenobird.com/podcast/becker-accounting-podcasts-7053358)
Published: 2026-03-17T08:00:00+00:00
Episode link: https://zencastr.com/z/lSlrK90K
Audio file: https://redirect.zencastr.com/r/episode/6994983da2d7399d87ca8a1a/size/1234287069/video-files/66c4cdfa2ae9d2852c245e4a/a9685e85-9ab0-4995-98a1-c1f82cfea817.mp4
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JSON: https://stenobird.com/v1/public/podcasts/becker-accounting-podcasts-7053358/episodes/balancing-the-future-ep-33-the-science-behind-story-driven-marketing-with-toi-eshun
Duration seconds: 2941

## Resource

In this episode of Balancing the Future, marketing leader Toi Eshun shares how purpose-led organizations can build trust, sharpen their identity, and inspire action through strategic branding. She breaks down the "science" of marketing—psychology, data, and audience insight—alongside the creative craft of messaging and visuals. Using examples from nonprofit work and the accounting profession, Toi explains why rebrands succeed or fail based on stakeholder buy-in and timing. She also offers a practical perspective on AI: powerful for efficiency and analysis, but not a substitute for human emotion, expertise, and judgment. Earn CPE by listening to this podcast through a Becker Prime CPE subscription. Listen to this episode through your Becker LMS platform to complete practice questions, pass the final exam, and earn CPE credit. Already a Becker Prime CPE customer? Login here. [https://cpelearning.becker.com/] Have access to Becker CPE through your employer? Earn CPE credit for this podcast however you consume Becker CPE, either through your company's LMS or via the Becker platform. Not sure where to log in? Check with your CPE admin. Learn more about CPE Podcasts from Becker: https://www.becker.com/cpe/becker-podcasts

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## Transcript

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