Commitment without reflection on the imaginary is the ruin of the brand's soul!
Interview with Sylvie Le Tadic (Adwise Foresight and Strategy Consultant) For Sylvie Le Tadic (Adwise), today's brands are faced with a paradox: consumers who are disillusioned and not very attentive, but who expect no less from them. She shares her vision of the questions they need to ask themselves in order to respond, convinced that their [...]
Interview with Ketty Faivre Tchang, Head of Strategic Planning and Research, SNCF
Ketty, you are in charge of the Research and Strategic Planning Unit at the SNCF's Communication and Image Department, after a decade in the luxury goods industry with Chanel. In today's digital age, do we still have time to investigate our brand equity? Now more than ever we need to take the time! It's [...]
Serendipity at the heart of Web listening on social networks
In 2012, Alain Beauvieux published Les médias sociaux, sans bla bla, one of the first books devoted to Web Listening, in which he shares with us one of the first experiences of serendipity on social media -Interview Adwise: In 2011, one of your clients commissioned a study on counterfeiting on the Web... Alain Beauvieux: Indeed, [...]
What's the point of a brand platform in the digital age?
What's the point of a brand platform in the digital age? In today's digital age, everyone is on Facebook: teenagers, senior citizens, Parisians, provincials, politicians... and brands, of course! On Facebook, Twitter, Snapchat, etc. All it takes is one social network to go from strength to strength, and there's a rush. Logical [...]
