Category Archives: Strategy

Measuring marketing capabilities? It’s possible and useful!

Measuring marketing capabilities? It’s possible and useful! In life, to meet challenges, you have to have the corresponding capabilities. It’s the same for companies: organizational capabilities, that are adapted to the key success factors of challenges, represent a guarantee of … Continue reading

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A little bit less of prestige, a little bit more of customers?

Crisis, austerity, declining purchasing power… what if brands also had to adapt themselves to this new context by offering less prestigious products? The question of brand downward extension is particularly relevant nowadays for the attraction of new customers. Peugeot 301, … Continue reading

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Travel to Amapie. Discovering the three hidden worlds.

An AMAP is an association for maintaining rural agriculture aiming at preserving local farm. Their purpose is to support sustainable agriculture through social responsibility policies and ecological concerns. Since the creation of the first AMAP in 2001, their number has … Continue reading

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All equals in resistance?

Are we all equals when facing an influence attempt? Do we all have the same dispositions to push back or avoid a salesman trying to make us buy a product? To resist advertising arguments? To elude marketing traps? To prevent … Continue reading

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Do too many labels kill labels?

You’ve probably asked yourself this question at least once: “But why are there so many labels and brand logos on this bag of grated Italian cheese or on this bottle of milk?” It is rare today that only one brand … Continue reading

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Facing death to make you change your behavior in the face of climate risks: is fear in advertising a recipe that still works?

The tropical storm, Irma, which recently raged in the United States has once again brought to the fore the dire consequences of climate change. For a very large number of people, the succession of worldwide natural disasters (tsunami, hurricane, storm…)—more … Continue reading

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Marketing pressure under questioning: do loyalty program must consider consumers’ well-being?

Here is a well-established knowledge: loyalty programs compete hard to find the idea that will retain and conduct consumers to conclude their shopping.  For instance, gifts offered through the Flying Blue program of Air France can be obtained only under … Continue reading

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Marketing of Ethic or Ethical Marketing?

Nike sport shoes produced by children of 10 years old or by sweatshops (wherein workers are slaves exploited within immoral conditions), isn’t it ringing any bell? For 20 years, the brand is at the heart of controversial critics and has … Continue reading

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Back to the future: when brands use the past for future profits.

Consumers and brands…at a crossroad When Lacoste presents the edging attached to its clothing as an allusion to its tennis heritage, or when Samsung claims to create an emotional connection with its consumers by emphasising on its heritage, these two … Continue reading

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