Analysis


THE ‘DIGITAL’ TRANSFORMATION IS A MISTAKE

That’s it. I’m done! In the presentation of my services on my LinkedIn profile, I’ve stopped claiming that I accompany brands during their “digital” transformation. This is a mistake and I’m about to explain why.
There is a deep misunderstanding between consumers and brands.
The term “digital transformation” is not neutral in this situation. It can be dangerous because it naturally leads to poor strategic choices. I had the opportunity to talk about this very topic this week.In reality, what we’re dealing with is more like a new societal paradigm.…


How we think the customer experience must change

Whether you work in products or services, in B2B or B2C, McKinsey is formal; almost all exceptional business successes are based on the customer experience. Therefore, the customer experience is considered a strategic factor for virtually all companies.

In theory, because in practice things are quite different.

Customer service is dedicated to resolving the company’s problems, not the customer’s.

Few 20th-century companies are customer-centric.  Employees are focused on their careers, thus on their bosses, internal politics, and products… The customer is way back at the end of the line.…


Brands & the collaborative economy: the 25+ best case studies

Brands and the collaborative economy: the 25+ best case studies

2015 was largely focused on Uber, BlablaCar or Airbnb.
The connection between those companies is that they are all structured around on the collaborative economy whiche economy, which means that they enable people to collaborate together and make money out of it.
The iInternet’s history has always revolved around been to helping people to collaborate more and more.   bBut up until recently, it had been so far it was impossible to earn money by proposing services and bypassing big corporations.…


What your brand is doing is not strategic

One of the problems with digital is that it’s moving quickly in many directions. Most marketers are lost and don’t really know which direction they should go in.
Should we invest in social or search or bloggers? Should we focus more on Instagram, Snapchat, or maybe we should go into breakthrough technologies like immersive 3D…  But then, what’s about the collaborative economy….
Well, you probably know what I’m talking about… It’s always the same questions, over and over again.

1. When you’re lost, go back to basics

I’m a big believer in going back to basics when you’re lost, and using that as a choice decision funnel.…


The secret behind brand communities

When Facebook launched its pages dedicated to brands, it used the perfect words: “brand community” and “fans”.
Probably THE best in class B2B marketing move: tell people what they want to hear and they’ll follow you.
Most marketers never really thought they could have a “brand community” or “fans” but if Facebook give you the tools to connect with them, it must be possible…
Well it wasn’t.
To put it in very simple terms, if you don’t have friends and I give you an iPhone, you still don’t have friends.…


10 proven ways to stand out of the crowd in a content snacking era

Have you ever wondered one of the following:

–       With adblockers everywhere, on desktops and now even on iPhone, how can I serve my content to consumers?
–       How can I maintain my interaction rate on social networks?
–       Should I enter the race for content and frenetically publishing stuff?
–       How can I stand out with video on Facebook since it’s muted by default?
–       How does viral marketing work?  What about buzz?
–       What are the differences between Pinterest, Facebook, Instagram, Snapchat? How can I split my content?…


Luxury goods and Generation Y: when a generation of hackers takes control

The luxury world is experiencing a new revolution.
Between the advent of digital, new geographical zones and the coming of age of Generation Y, people no longer consume luxury products the way they used to.  Brands have to adapt to these changes.

The number of luxury goods consumers has been multiplied by 3 in the past twenty years – clearly a growth sector.
But behind this figure lies a complex reality that is difficult for brands to manage. The first aspect is geographic; this growth comes mainly from “new” markets like China (30% of the luxury market) or Brazil.…


The future of Marketing Platforms for Brands

Back in 2009, I remember explaining that social networks were an amazing way for brands to create long-term relationships and that they were the new marketing platforms.
By marketing platforms, I mean tools that have somehow become compulsory for brands to be active on, or at least to explore, in order to follow consumers’ usage. Six years later, things have changed dramatically.

First, social networks have become mostly advertising platforms with a decreasing organic reach. Next, usage has changed with the arrival of Vine, Snapchat, What’s App and Viber.…


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. 


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.…