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ADN, un nouveau souffle pour votre marque ? 6 cas d'entreprises d'enjeux différents, pour inspirer votre communication, innovation et management.

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ADN, un nouveau souffle pour votre marque ? 6 cas d'entreprises d'enjeux différents, pour inspirer chez vous la communication, l'innovation et le management
- par Gilles Auberger (ADN Factory) et Francis Blanrue (Contents Factory)

Présentation proposée dans le cadre de l'anniversaire des 1 an de The Connecting Place le 9 juillet 2015.

Published in: Marketing
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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ADN, un nouveau souffle pour votre marque ? 6 cas d'entreprises d'enjeux différents, pour inspirer votre communication, innovation et management.

  1. 1. « ma marque aide les gens à accomplir quoi ? »
  2. 2. (simon sinek) why how what why
  3. 3. WHY…..
  4. 4. 10 1891 : pneu démontable radial 1946 Routes & cartes 1891 Guide rouge 1900 Guide vert 1926 Via Michelin 2001 1910 : bornes ADN MICHELIN : ……. ………. ….., ……………..
  5. 5. 11 1891 : pneu démontable radial 1946 Routes & cartes 1891 Guide rouge 1900 Guide vert 1926 Via Michelin 2001 1910 : bornes ADN MICHELIN, LE PROGRES DANS LA MOBILITE
  6. 6. 12 ADN APPLE : ……. ………. ….., ……………..
  7. 7. 13 ADN APPLE, RENDRE SA CREATIVITE A L’HOMME
  8. 8. 14 ADN LEVI’S : ……. ……….
  9. 9. 15 ADN LEVI’S : l’attraction…
  10. 10. MATRICE ADN 1.1. Orientation stratégique générale définition métier – vocation entrepreneuriale 1.2. savoir faire savoir faire visible – savoir faire caché 1.3. savoir être – attributs – engagements visibles Winning – caring – demanding – do what’s right – never give up 2.1. Market frustration En l’absence de votre produit, il manque quoi au marché 2.2. Vision/ Croyances (Danone : demain l’aliment sera notre premier médicament) 2.3. Mission / Accomplissement Des gens ouverts et sociables (apple) – en bonne santé (danone) 2.4. Focalisation Plus facile, plus empathique, plus réappropriable (apple - user friendly) 2.5. Actifs Typos, icônes, menus déroulants, steve jobs, i…., itunestore (apple) 3.1. Rêve de progrès pour l’homme Libérer l’homme de la machine et accéder à un haut niveau de créativité 3.2. Le moyen Actifs stratégiques dédiés à ce progrès 3.3. Personnalité Toyota : the way ahead – we know the way, we lead he way… (respect + improvement) 3.4. Singularité Éthique 4. impact sur le bien public 10% de part de marché + voiture préférée du marché 5. ADN – concept génétique Toyota : le respect de la terre Michelin : le progrès dans la mobilité Levi’s : l’attraction Danone : créateur d’alicaments
  11. 11.         
  12. 12.        
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  19. 19. SEW USOCOME, BARRISOL, MATHIS, RINALDI, ANAGENESIS, FishermansFriend, ESCA GROUPE BURRUS, RELYANCE, Tchapp, leGOOKER, SUPRA, BECK, FRENCH TECH ALSACE, MANOUKIAN, MODELES D’AVENIRS 2.0, ROGER PRADIER, CREDIT MUTUEL, CAROLA…
  20. 20. en fonction du niveau « normal » accepté par le secteur atténuer renforcer exclure créer Quels critères doivent être atténués par rapport au niveau jugé normal dans ce secteur Quels critères jusque là négligés par le secteur doivent être créés ? Quels critères doivent être renforcés bien au delà du niveau jugé normal dans ce secteur Quels critères acceptés jusque là sans réflexion par les acteurs du secteur doivent être exclus ?
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  28. 28. ❝ ❞ • • •

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