Strategy
Articles relating to trends in the industry, advertising writ large, your campaigns, etc.
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.
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.
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.
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.
Pioneer Brands: How They Disrupt and Why They’re Important
The most successful brands garner awareness by flipping the script on category norms.
Pioneer Brands: How They Disrupt and Why They’re Important
The most successful brands garner awareness by flipping the script on category norms.
The Enduring Value of a Simple Sense of Self: Less Is More
Hone your core values to sustain long-term relevance and enable meaningful action.
Welcome to The Exchange™ from FIG.
Everything you need to know about our knowledge platform.
Meet FIG
Our team bios
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.
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.
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.
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.
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.
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.
Crisis Code for Brands: 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.
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.
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. Many of the mom-and-pop shops that make up 50 percent of Stella & Chewy’s sales lack the digital infrastructure to compete with tech titans like Amazon. How can brands support local businesses while prioritizing public safety?
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 Financial Services
In order to help their customers and communities during the COVID-19 pandemic, companies are taking on new roles, from moral support systems to activity providers. But it’s critical to approach this community engagement in a way that’s both innovative and sensitive. Learn what consumers are seeking from brands right now, as a guideline for framing your enhanced offerings — and boosting your value proposition.
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.
Crisis Code for Brands
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 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.
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.
FIG: Where “Dog-Friendly” Is More Than Just a Policy
The best way to get to know FIG? Meet the dogs.
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.
Why Financial Services Companies Use Characters for Brand Messaging
Fictional mascots pervade the financial services space. What makes an enduring brand mascot, and why are they so prevalent among Equitable's competitors?
Behind the Mask: The Popularity of Brand Mascots in the Financial Sector, Explained
Fictional mascots pervade the financial services industry. What can Santander learn from the category’s most successful brand characters?
How the Flexible Economy is Transforming the Workplace—And Why It Matters
Today’s professionals want the freedom to work on their own terms. How can Santander support gig workers in a meaningful way?
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?
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 Equitable weave its heritage into a modern identity?
New Year, New Financial Outlook
2020 is bringing a renewed focus on finances, saving, and building for the future for many Americans. How can Equitable help?
2020: New Year, New Financial Outlook
2020 is bringing a renewed focus on finances, saving, and building for the future for many Americans. How can Santander help?