Don't confuse brand name and domain name
Bien sûr, mieux vaut utiliser son nom de marque comme nom de domaine – même si parfois, c’est compliqué, de nombreux prédateurs pratiquant le cybersquatting ; toutefois, marques et URL répondent à des logiques différentes. Un nom de domaine doit être court, facilement mémorisable ; l’hébergeur OVH indique ici les « 10 règles » d’un […]
Brand and Luxury': interview with Audrey Kabla
Audrey Kabla, Founder of the Epykomène agency and co-chair of Adetem's Luxury Club, has just published Marque et Luxe (Kawa). The first of all the quotes in your book has nothing to do with the commercial world: "My luxury would be to spend 10 minutes with a loved one who has left too [...].
Growing mistrust in social media
Eurostat, l’organisme regroupant les instituts de la statistique des pays membres de l’Union européenne, vient de publier d’inquiétants résultats sur la confiance accordée par les Européens aux médias sociaux. Force est de constater que les champions de la défiance sont les Français avec moins de 20% des sondés les considérant comme « fiables ». Toutefois, Allemagne, Royaume-Uni […]
Ubérisation: what impact will it have on marketing research?
Today, all sectors - more or less - seem to be falling prey to uberisation, not only the consumer sector, but also the B2B sector... including digital marketing, with Doz, and advertising, with Creads. So why not marketing research? A few introductory remarks, however. First of all, it's not all advertising [...].
Artificial intelligence and qualitative research in 2017?
As well as greetings and sales, January also sees the return of predictions for the year ahead, and the themes that have been playing over and over again in our marketing ecosystem: blockchain, connected objects and robots, big data and artificial intelligence. - Big data is not a new subject: in fact, 2016 saw the recruitment of a large number of data [...].
Usine IO: support from design to industrialisation
Gary, you co-direct Usine IO. What is its mission? Yes, with my partners Agathe and Benjamin. Usine's mission is to support all physical product project leaders from design through to industrialisation. We want to become the benchmark for hardware product development worldwide. Companies are under pressure to innovate [...].
Start-ups and innovation
The faster time goes on, the more prejudices take over as absolute rules, unavoidable axioms - and today more than ever in the small world of marketing, which often struggles to keep up with technological and societal developments. For example, it's a good thing that start-ups are there to innovate, because large companies are totally incapable of doing so. [...]
Interview with Virginie FEMERY and Souhad BALLOUK, managers of MGEN's VIVOPTIM programme
Before we talk about this programme, a few words about MGEN and its special features in the world of social protection in the field of health With almost 3.8 million people covered, the MGEN group is a major player in social protection. It is a founding member of the Istya group, the leading mutual insurance group in France.
Brand battle in the world of games
L’industrie du jeu est tout sauf un monde de Bisounours, preuve en est la récente bataille entre marques qui opposait devant la Cour de justice de l’Union européenne, le britannique Seven Towers, détenteur des droits de propriété intellectuelle du Rubik’s Cube, à l’allemand Simba Toys : au cœur de l’offensive, le dépôt par le premier, […]
Engineers and marketers: the need for dialogue
La problématique de l’innovation déchire ingénieurs et marketers depuis des décennies, une guéguerre intestine avec une seule perdante : l’entreprise. Les premiers ont longtemps imposé leur domination, notamment aux plus beaux jours des Trente Glorieuses, quand la France se reconstruisait et que les consommateurs s’équipaient de tous les nouveaux objets du confort moderne : lave-linge, […]
