Trusting brands
Recently, the webzine So Busy Girls ran the headline: "Stop listening to these 7 lies that cosmetics brands want us to believe". That brands are deceiving us seems to have become a commonplace, a totally irrefutable reality! Brand bashing" is all the rage. But if we can no longer trust brands, where can we turn?
Fake news in marketing too!
Fake news in marketing? As a New Year's gift, I'm bringing you some recent news that should give food for thought to anyone who believes that, with digital and social media, marketing can now be summed up as a bit of 'growth hacking' - [...].
What research is being done on brands in the digital age?
How can we renew our approach to brand research? At a time when brands have an omnichannel presence, on the web, in-store and on social networks, new digital monitoring tools and evaluation techniques that reflect the reality of customer journeys and targets already exist. The challenge is to learn from them. [...]
Digital Customer Relations: interview with Jean-Marie David, digital customer relations specialist
Jean-Marie David, you are in charge of Digital Customer Relations at Allianz France. What is your role and what are the challenges for a brand like Allianz? The mission of the 'Digital Customer Relations / New Relationship Modes' team is to offer business expertise in customer relations applied to the transformation of our [...].
A new paradigm in brand relations: a meeting with a brand historian
New forms of brand relationships Editor-in-chief of La Revue des Marques, Jean Watin-Augouard describes himself as a 'brand historian': we meet on the subject of trust, or rather distrust, in brands. Adwise: Recent studies have highlighted the growing distrust of brands, particularly in the financial sector [...].
Restoring trust in insurance brands: an insurer's point of view
Restoring confidence in insurance brands: an insurer's point of view... The banking and, to a lesser extent, insurance sectors have never fully recovered from the 2008 crisis in terms of image, and mistrust still prevails in the minds of consumers. Interview with an expert: [...]
