Worldwide, 2.46 billion people currently use social media, and the trend is rising. Perfect for marketers, because social media marketing reaches the respective target audiences very precisely. Blind, however, should never be started in marketing, which is why a social media strategy is indispensable. Experience is the key to success, but it takes time to gather it. That’s why we […]
To develop an event that stands out and touches people, you must consider your event as a brand. Its effectiveness and impact then depend on your ability to create an entity, and therefore a brand, that can live independently and in an original way. Whether it is an event that is overseen by another brand, such as Red Bull’s Crashed […]
The secret recipe for a successful business is to turn the company itself into a brand. If the customer is looking for a certain service or product, this one company should immediately come to mind. But how does a company get there? The magic word is “branding” or branding – and rightly so. It’s not easy for an entrepreneur: the […]
The concept of brand equity first appeared in the 1980s, when spectacular brand buyouts showed that a brand’s value was not based on its turnover. Brand capital is defined as all the attributes and behaviors of consumers associated with a brand, resulting from marketing actions. What are brands for? Brands are used to build sentimental relationships with individuals. As soon […]
The act of consuming responds to a dual functional and emotional need of the consumer: functional, because the product or service is purchased primarily for its functionality, and emotional, because it also responds to an emotional need. And brands, for the most part, use these two tools to differentiate themselves. But a third key factor is on the rise: the […]
We often hear that brand image is important and must be cared for. You may have already noticed that some brands attract more attention than others. But then how do you create a good brand image? What makes one brand more attractive to us than another? And what does a brand image bring to a company? When a company communicates […]
In a context of strong competition, each company must seek to differentiate itself in the eyes of its customers or prospects. This requires the enhancement of its brand image. How to generate a brand image that is valued and sustainable over time? Taking advantage of customer knowledge and questionnaires are among the elements not to be overlooked. What determines a […]
5,000 start-ups have been founded in the last 5 years in the IT sector. All of them, without exception, are struggling through creative marketing campaigns to try to attract attention. Not a day goes by that we are not told about a new product on social networks or other online media. However, established companies have a competitive advantage over these […]
The convergence between physical stores and e-commerce, traditional media and digital space and the rise of the influence of social networks has removed the boundaries between on and offline, both interacting to influence the consumer’s buying path. Not considering the brand image as an inseparable whole of the two universes would be deadly. The first step to improve your brand […]
The debate is ignited between the ideas of Milton Friedman, an economist guru in the 1970s with his book “The Social Responsibility of Business is to increase its profits” and those of Emmanuel Faber, president of Danone, very sensitive to a new vision of the company based on sharing and social justice. Indeed, some argue forcefully that good feelings have […]