by Greg French | Mar 11, 2020 | Alignment, Brand, Uncategorized
If your organization truly lives its brand, now’s the time to prove it. As Coronavirus fears create an upward spiral of anxiety around the world, employee morale erodes. Connecting your brand values with pandemic preparedness can help quell the underlying...
by Greg French | Aug 28, 2019 | Alignment, Blog Posts, Brand, Brand building, Brand Experience, Customer Journey, Ecosystem
Why Uniting Expectations is so important I teach a graduate class at Concordia University on Global Marketing in the Digital Era. Our text is authored by Warren Keegan who writes, “…business processes are the real value-creating activities of this generation of...
by Greg French | Jul 16, 2019 | benefits industry, Blog Posts, Brand, Brand analogies, Brand building, Brand Experience, Content strategy, Customer Journey, Edutainment, Financial Education
EPISODE 1 OF 3: —REDEFINING FIDUCIARY MARKETING IN THE NEW NORMAL— Content marketing generates over three times as many leads as outbound marketing and costs 62% less. It rakes in conversion rates up to six times higher than other methods. [i] ...
by Greg French | Jul 16, 2019 | benefits industry, Blog Posts, Brand, Brand analogies, Brand building, Brand Experience, Content strategy, Customer Journey, Edutainment, Financial Education, White Papers
EPISODE 2 OF 3: —SIMPLIFYING THE CONTENT CONUNDRUM— The Lives Behind Life Events: A Scenario Example Jill lovingly gazes at her new baby, firmly swaddled in her crib. A tear slowly traces down Jill’s cheek as she misses her dad, who couldn’t hold on to see...
by Greg French | Jul 16, 2019 | benefits industry, Blog Posts, Brand, Brand Experience, Content strategy, Customer Journey, Financial Education, White Papers
EPISODE 3 OF 3: —HOW TO BUILD TOUCHPATH CONTENT— (Catch up with episodes 1 and 2) TouchPath Content Approach Great stories come from how things unfold rather than just the events themselves. TouchPath content strategy follows the story and brand experience (BX) of...
by Greg French | Jan 24, 2019 | Brand, Brand Experience, Customer Journey
Our physical universe is the strongest brand in…well…the universe. To some, brand can seem as illusional as smoke and mirrors. On the other hand, it can also appear extremely complicated. But it’s really very natural…literally. Natural forces that surround...
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