Thought leadership marketing do’s and don’ts
New research shows that thought leadership marketing is still an excellent way to reach C-levels and decision makers. It also pays off commercially: thought leaders receive more business from existing clients or are invited to pitch to win new clients. It also helps to attract top talent , which is not crucial as the war for talent rages. But readers do set high standards for thought leadership content: it has to be original, exciting and well-founded. And above all: it must be fun.
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Reputation recovery: how to use a brand crisis as a catalyst for change
In crisis communication, much of the focus is on short-term response to the brand crisis , specifically on how to maximize the distance between the organization and the problem. But reputation recovery can also come from a deep transformation of the organization. By embracing the renewal strategy in crisis comm, the focus is not so much on avoiding blame - but on hope, optimism and innovation to restore and even improve the brand's reputation.
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Ranking 2021: which Belgian companies offer the most transparency on their carbon footprint?
For the second year in a row, FINN has analyzed the level of disclosure by some 50 large Belgian companies, particularly with regard to their carbon emissions. Has the pandemic accelerated or slowed down the communication efforts of large Belgian companies? Here are our results, lessons learned and examples to...
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Brand purpose and purpose statement: a guide
Purpose (definition): purpose is the 21st century interpretation of the mission statement, but with a much stronger emphasis on CSR. (Brand) purpose is what organizations define as the reason for their existence , beyond making money. It is a response to a brand's moral and societal responsibilities. Often, this purpose is documented in a purpose statement.
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Content & digital marketing for international growth: 10x sales in 2 years' time for iController
iController is a fast growing Belgian software-as-a-service (SaaS) company, founded in 2007. The company is specialized in credit management, i.e. the follow-up of outstanding invoices and risk management of debtors. The Challenge After iController had invested more than a decade in honing the product and had gained a strong position...
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Crowdfunding campaign for ONAK, the origami canoe
It's rare to see a startup team in Belgium launch their product with a crowdfunding campaign , probably because it takes considerable skill to pull it off. A crowdfunding campaign is basically do or die - you have 6 weeks to make it work. This is already a big ask,...
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