--- title: Inspira's Senior Director of Integrated Strategy, Regina Fiedel, Featured in The Business Journals description: Is your brand merely speaking to its audience, or is it forging a meaningful connection? In an era where data-driven insights (IQ) dominate decision-making, emotional intelligence (EQ) may be the missing ingredient that brings a marketing strategy to life.  image: https://blog.inspiramarketing.com/hubfs/Untitled%20design-29.png --- [![vast.png](https://blog.inspiramarketing.com/hs-fs/hubfs/Inspira%20Wordmark.png?width=480&height=206&name=Inspira%20Wordmark.png "vast.png")](http://inspiramarketing.com) - [Default HubSpot Blog](https://blog.inspiramarketing.com/blog) # Default HubSpot Blog ## [Inspira's Senior Director of Integrated Strategy, Regina Fiedel, Featured in The Business Journals](https://blog.inspiramarketing.com/blog/inspiras-senior-strategist-regina-fiedel-published-in-the-business-journals) May 19, 2025 1:30:00 PM / by [Inspira Marketing](https://blog.inspiramarketing.com/blog/author/inspira-marketing) - [Tweet](https://twitter.com/share) Is your brand talking *at* people or meaningfully connecting with them? Consumers are smart. They can spot an inauthentic message a mile away. Today more than ever before, brand messaging needs to be intentional and grounded in values that consumers believe in and your brand authentically acts upon. And, when you do, it pays off—research shows that [70% of consumers](https://www.psychologytoday.com/us/blog/consumer-psychology/202305/consumers-want-brands-to-be-authentic#:~:text=This%20is%20why%20authenticity%20is,spend%20more%20with%20authentic%20brands.) are willing to spend more on brands when they feel they are genuine. In this article in *The Business Journals*, Inspira’s senior director of integrated strategy, Regina Fiedel, discusses four key steps to crafting a thoughtful, integrated strategy that builds connections with consumers. From understanding emotional needs to analyzing how messaging resonates, learn how you can turn casual customers into lifelong advocates. [Click here to read more.](https://www.bizjournals.com/bizwomen/news/profiles-strategies/2025/05/strategies-bringing-eq-and-iq-to-marketing.html)   Topics: [Inspira in the News](https://blog.inspiramarketing.com/blog/topic/inspira-in-the-news) ![Inspira Marketing](https://blog.inspiramarketing.com/hs-fs/hubfs/InspiraLogoNew.png?width=100&height=100&name=InspiraLogoNew.png) #### Written by [Inspira Marketing](https://blog.inspiramarketing.com/blog/author/inspira-marketing) ### Subscribe to Email Updates - Recent - Popular - Categories ### Lists by Topic - [Insights (179)](https://blog.inspiramarketing.com/blog/tag/insights) - [Experiential (120)](https://blog.inspiramarketing.com/blog/tag/experiential) - [Infographics (95)](https://blog.inspiramarketing.com/blog/tag/infographics) - [Inspira in the News (70)](https://blog.inspiramarketing.com/blog/tag/inspira-in-the-news) - [Social Media (64)](https://blog.inspiramarketing.com/blog/tag/social-media) - [Employee Spotlights (49)](https://blog.inspiramarketing.com/blog/tag/employee-spotlights) - 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