If the product is the marketing, where is the user’s place? The Devialet Case

It’s been a while since I wanted to address this question but didn’t took the time to do so.
As I was discussing  with Pierre Henri Samion and about the new Phantom by Devialet, I found out this was the perfect example.
Therefore I’ve asked him to write about his experience.
As he is a sound expert (he owns several recording studios, is a CMO for a soundbased start-up…) and a high level marketing professional, his point of view is very valuable.

The new Phantom speaker by Devialet is an audio masterpiece. 


2 great case studies for Brand Communities: Nike and adidas

In 2009 when Facebook created brand pages, it was very smart to  adopt the terms “fans” and “community”. These little 2 words partly explain the huge boom of the “brand’s Facebook page”. The social media had found the 2 words that marketers wanted to see…  In a nutshell, marketing for marketers.

The result was a race for fans, and marketers who began to talk seriously about their fans and their communities…
It’s key to understand that for many brands who do not control their distribution channels (and are therefore in B2B2C), Facebook pages represented a unique opportunity (along with CRM) to connect with the end customer.  …


How #Digitalwashing is hurting the industry

Have you ever experienced going to a meeting where a C executive tells you that they’ve been investing a good amount of time and money and hired the best people, but that digital still isn’t effective?
Or where you see these companies that measure how “digitalized” they are by how much of their budget they invest on digital?
It happens to me all the time…and I guess you know exactly what I’m talking about.

If you take a step back, you’ll find out that what usually has taken place, is that a CEO suddenly considers the company to be lagging behind and asks its team to go heavily into digital.…


Your company already has Digital Champions – Here’s how to find them

I have been teaching digital training sessions for almost 10 years, in various types of companies (big, small, international, global).  I have also had the opportunity to teach in several universities and business schools.
So, I feel comfortable saying that my experience in this area is solid.  Most companies are structured in terms of their different departments (communications, marketing, human resources…) and levels of hierarchy.  Consequently, training usually follows these structures and digital training is no exception to this rule.
However, in the case of digital, this isn’t always particularly relevant.…