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Our publications
ALPS agency regularly writes about marketing news. Find all the articles written by the agency here, as well as its latest news.
You can still order online the book written by François Veauleger, founder of the agency, published in 2021 by L'Harmattan: Towards a New Approach to Territorial Marketing
#45 Who does a territory brand speak to? Seven audiences, three ways to persuade
A territory brand speaks to seven audiences: four per Kotler (1993), three relays. Definitions, a table and a method to balance emotion, proof and credibility.
Francois Veauleger
21 hours ago5 min read
#44 VRIO: Of Your Four Best Assets, Only One Is a Real Competitive Advantage
A 2 million euro property portfolio, healthy cash reserves, four sites. Run through VRIO, only one of these resources creates a real, durable competitive advantage. The case of a social tourism association we worked with shows why the Organization box is the one everyone forgets to check.
Francois VEAULEGER
Sep 283 min read
#43 Don't make an AI plan. Make a list of problems.
There is no AI strategy. There is a strategy, and AI is one means among others of serving it. Four questions, two non-negotiable obligations and three phases over six months. Last in a series of five.
Francois VEAULEGER
Sep 213 min read
#42 In healthcare, the best screen is the one you switch off
The electronic health record put a screen between doctor and patient. Ambient clinical documentation takes it away, and the gains are starting to be measured seriously. What healthcare teaches every front desk. Fourth in a series of five.
Francois VEAULEGER
Sep 174 min read
#41 What is actually coming in the next six months (and what nobody can promise)
Five frontier launches in ten days, real-time voice now below the threshold of conversation, and a regulatory deadline that is already behind you. The honest picture, separating what is documented from what is merely announced. Third in a series of five.
Francois VEAULEGER
Sep 165 min read
#39 We invented computers so we wouldn't have to calculate anymore. Then we spent fifty years typing.
Le mot « computer » désignait un métier, pas une machine. Licklider et Engelbart avaient décrit une conversation dès les années 1960, l'industrie a livré une interface de saisie. Et votre clavier vient d'un brevet de 1868 conçu pour empêcher des marteaux de se coincer. Premier volet d'une série de cinq.
Francois VEAULEGER
Sep 113 min read
#35 18 strategic frameworks, a thesis in one sentence: the diagnosis that fits in one hour
La plupart des diagnostics d'entreprise coûtent cher, prennent des semaines et finissent illisibles. Le Strategic Diagnostic part d'un nom d'entreprise, exécute 18 cadres et rend une recommandation actionnable. Voici comment.
Francois VEAULEGER
Jul 133 min read
#34 Monetary Value: the score that elected officials refuse to face (Chamonix: 38/100)
Chamonix affiche 82/100 d'attractivité globale, mais sa Valeur Monétaire plafonne à 38/100. C'est le chiffre que personne ne veut mettre sur une plaquette, et pourtant celui qui décide si un visiteur revient. Décryptage d'une dimension que les élus préfèrent éviter.
Francois VEAULEGER
Jul 72 min read
#33 Your offer promises one thing, your Google reviews tell another
Vos clients vivent-ils ce que votre communication leur promet ? Le cadre VPC (Validation Promesse/Vécu) du Strategic Diagnostic note cet écart ligne par ligne, preuves à l'appui. Le cas RVBV à La Réunion : un alignement de 2/5 et un taux d'occupation qui s'effondre.
Francois VEAULEGER
Jun 303 min read
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