Search | François Boulard

15 results

For « Executive communications »

01
Executive voices
Executive thought leadership: move beyond corporate messaging
Personal branding often seeks to make an individual visible and recognisable. Executive thought leadership starts with genuine responsibilities but should not remain confined to corporate news: it uses those responsibilities to interpret the market and the collective choices shaping it.
02
Executive voice architecture
Leader advocacy: organise distinct executive voices
Executive thought leadership builds one person’s authority. Leader advocacy answers a different question: how can several leaders contribute to one influence strategy without competing for the same ground or becoming interchangeable relays of corporate communications?
03
Expertise
Executives, experts & leader advocacy
Give each executive or expert a speaking mandate, territory and contribution within a shared influence strategy.
04
Home
Corporate & B2B influence
Positioning, editorial strategy, executive communications, LinkedIn and distribution.
05
LinkedIn influence
B2B LinkedIn strategy: connecting brand, voices and paid media
Executives and experts bring that register. They can explain a decision, acknowledge a tension and defend a point of view. Strategy means organising this complementarity, not turning every profile into a relay for the company page.
06
Expertise
LinkedIn, distribution & performance
Connect the company page, executives, experts, organic reach and paid media to a position, audiences and explicit decisions.
07
Positioning & influence
B2B brand promise: moving beyond interchangeable claims
That lack of differentiation has a business consequence. When the difference is neither intelligible nor demonstrable, the buying committee returns to criteria that are easier to compare: price, functional coverage, general reputation or an existing relationship. Communications then reduce no uncertainty; they merely accompany a decision made elsewhere.
08
Paid media & performance
B2B LinkedIn Ads: targeting never replaces the message
LinkedIn provides particularly useful B2B criteria: function, seniority, industry, company size, account lists and previously exposed audiences. This precision can make targeting look like the solution to everything. It cannot create interest that the message itself fails to generate.
09
LinkedIn positioning
Does your company really hold a position on LinkedIn?
The company page, executives, experts, employees and paid media are not five separate subjects. Together they create one strategic impression. The first task is to identify what an external audience can genuinely restate after several weeks of exposure.
10
Voices & distribution
Employee advocacy: move beyond corporate reposting
The distinction from leader advocacy also clarifies measurement: executives primarily build identifiable authority; employees broaden its circulation, embody it and add evidence drawn from frontline experience.
11
About
François Boulard
Experience, position and work on B2B influence strategies.
12
Expertise
Influence strategy & positioning
Clarify the difference a company wants to make recognisable, the evidence that makes it credible and the audiences it must reach.
13
Expertise
Thought leadership & editorial strategy
Build a body of work with a distinctive perspective, original evidence and formats the market can cite and reuse.
14
Editorial strategy
B2B content strategy: publish less, build more
The position defines what the company wants to become known for. Evidence gives that position substance. Brand, executive and expert voices make it credible. Distribution ensures that it reaches the audiences that matter.
15
Authority & ideas
B2B thought leadership: become a source, not a stream
That authority may be carried by the brand, an executive or experts. Each has a different role: the brand documents and preserves, executives provide direction and own the trade-offs, while experts explain mechanisms and test claims against practice.