The Human Angle: How Financial Companies Can Move Forward with Empathy & Action
Storytelling in the Retirement Planning Space
How Stories Scale Brands
Stick to Your Mission: The Power of Purpose in Achieving Brand Salience
A failsafe plan for garnering mainstream awareness — and meaningful consideration — in good times and bad.
Meeting People Where They Are: COVID-19 & Media Consumption
More than half a year into a global pandemic, consumers are turning to their screens for productivity, entertainment, and emotional comfort. How can brands’ advertising fit seamlessly into this space?
FIG: Where “Dog-Friendly” Is More Than Just a Policy
Dogs have been part of our office culture for years, but in the era of remote work, they’re even more integral to our community. Here’s how they factor in to FIG.
Storytelling, Not Staging: Our Approach to Influencer Marketing
As storytellers for the information age, we believe that the most effective stories are built on truth and trust.
Inside FIG’s Biker Gang
What it takes to ride with our Peloton crew.
Pioneer Brands: How They Disrupt and Why They’re Important
The most successful brands garner awareness by flipping the script on category norms.
Any room in the middle?
Voting by mail is not a 2020 novelty; Americans have been doing it for years.
Selling Your Home? Zillow Offers Can Help.
Change doesn’t have to be hard.
Explore Your Dream Home With Zillow.
The future is at your fingertips.
Searching for a Home? Explore Your Options With Zillow.
Your dream home awaits.
How We’re Supporting the 2020 Election
FIG has always stood up for voting rights — but this year, we’re more engaged than ever before. Here’s how we’re encouraging our employees and the greater community to participate in the 2020 election.
Spending Smart: Why It’s More Important Than Ever Before
When it comes to paid media, it pays to spend smart. This eye-opening metric will help you determine how to spend well and maximize your business growth.
Bite Club: A Tale of Intrigue, Deception, and Snacks
An investigation into FIG’s kitchen wars.
How to Create a Compelling Brand Story
Your brand story is your calling card, but determining what to actually say is not always an easy choice to make. We’ve developed a tool to help you decide on what type of story to tell — and how best to bring it to life.
No Matter What, We Vote
No matter what Americans face, we always find a way to vote.
Ready for a Change
Here’s to new beginnings.
We won’t get anywhere by swimming — er, rowing — in circles.
Thank You, Walls
After everything our walls have been through, they deserve some TLC.
Educators shape countless futures; who’s taking care of theirs?
We may not see eye to eye, but it’s worth a try.
This Is a Mask
A mask prevents the spread of coronavirus; it is not a political statement.
What a Mask Says
Wearing a mask says a lot. Not wearing one says a lot more.
6 Feet Apart
With a little give and take, we can all fit on the same bench.
What's Your Story?
Regardless of the answer, now’s the time to take a fresh look at it. See how Dynamic Storytelling™ can set you up for success in these unpredictable times.
Less Is More: The Enduring Value of a Simple Sense of Self
Hone your core values to sustain long-term relevance and enable meaningful action.
Uninterrupted Listening: Why Quarterly Brand Trackers Are Not Enough
To produce authentic messaging and actions, commit to an internal culture of curious — and constant — listening.
Planning for Change: The Ins and Outs of Flexible Media Buys
The reputations and capabilities of media platforms can change overnight, and brands need to be able to pivot their dollars at any time. Here’s how to stay adaptable in our ever-evolving media climate.
Kids Are Incredibly Different
Kids’ bodies are different from adults’, which is why they need different care.
No matter what’s going on in the world, kids are still kids — and they still need care just for them.
How to Reach Segmented Consumers as COVID-19 Develops
Strategies for connecting with the hearts and minds of core demographics as restrictions lift and the economy starts to recover. Our framework is informed by a proprietary study of 1,200 Americans across ages and income levels.
Restrictions Are Lifting: Now What? Connecting With Consumers After the Peak of COVID-19
As cities across the country begin to reopen their communities, it is time for brands to build strategic and cautious relaunch plans. Here’s what to consider as restrictions lift, markets recover, and consumers begin to imagine life after COVID-19.
Falling into Debt and Losing Hope: Meet the Recoverers
Consumers who have lost jobs, savings, and security need all the help they can get. Here’s how brands can help discouraged consumers get back on their feet — and engender goodwill that lasts long after they recover.
Shaken, but Not Broken: Meet the Modifiers
The vast majority of consumers have taken a financial hit during the pandemic, but they are finding creative solutions to stay afloat. To engage with those weathering the storm, brands need to accommodate their new needs, wants, and shopping behaviors.
Patient and Prosperous: Meet the Optimists
A meaningful cohort of American consumers hasn’t suffered financially due to the pandemic, and some of them have even thrived. Here’s how to resonate with those who are optimistic about returning to their normal lives.
Many small businesses are still open during COVID-19 — and they need our support now more than ever before.
We will defeat this virus with facts.
If we listen to experts, we can stop the spread of COVID-19 — and the misinformation surrounding it.
The Pet Effect: How Our Dogs’ Health Mirrors Our Own
Dogs are not just beneficial for our moods — a growing body of research suggests they positively impact our fitness routines, diets, and sleep patterns. As the health standards for dogs and humans coalesce, how is the pet food industry responding? A look at the top trends in pet nutrition — and their overlap with the human wellness movement.
What Brands Can Do for Small Businesses During COVID-19
As consumers turn to online shopping, countless brick-and-mortar storefronts are being forced to shut down indefinitely. How can brands support local businesses while prioritizing public safety?
From Product to Partner: Adding Value Beyond the Basics
Just selling your product is no longer enough. These days, it’s key for companies to innovate in terms of what they offer consumers.
Coronavirus and Content Marketing in the Financial Sector
In the wake of the pandemic, financial brands are ramping up content production on owned media platforms. What’s behind the spike?
What Coronavirus Means for Media Consumption — and How to Respond
As consumers around the globe are forced into lockdown, they are relying on OTT streaming, e-commerce platforms, and participatory digital experiences for work, leisure, and connection. How can brands address these new digital behaviors?
The Real Value of Home
While millions of Americans shelter in place, we reflect on what home really means.
Keep Hard Workers Working
While you’re stuck inside, hire a painter to work outside.
A Crisis Code for Brands
Thought-starters we are using internally at FIG for how brands can act in unique, useful, powerful and authentic ways.
How Can Your Brand Reduce Anxiety?
Our recommendations for how to alleviate consumers’ coronavirus panic.
How Can Your Brand Help Consumers Reduce Risk?
Help your customers minimize their risks by providing thoughtful solutions.
How Can Your Brand Increase Community?
Even when in-person contact can’t happen, there are still ways for brands to foster genuine human connections.
How Can Your Brand Increase Purpose?
With regular life severely uprooted for the time being, consumers are seeking a greater good to connect with and support.
Speaking to the New Housebound Economy
How brands can effectively respond to media consumption changes brought on by COVID-19.
What Facts Do
In a time of crisis, facts are paramount.
Pet Humanization: How Dogs’ Lifestyles Mirror Their Owners’
As Americans shift our focus to personal wellness, sustainability and transparency, we seek the same values in our dogs’ food.
How Storytelling Affects Awareness and Consideration: An Analysis of Financial Services Brands
Using insights from Performance Storytelling™, FIG’s data-driven ad analysis platform, we can optimize brand messaging to resonate at different stages of the marketing funnel.
Behind the Mask: Why Financial Services Companies Use Characters for Brand Messaging
Fictional mascots pervade financial services and insurance — why are they so prevalent, and what’s behind the most successful ones?
Glancing Back, Looking Forward: A How-To on Heritage
In a world where novelty and innovation reign supreme, centuries-old legacy brands can get passed over as irrelevant. How can you weave your brand’s heritage into a modern identity?
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