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Contenus De Marque Et Storytelling Court

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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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Contenus De Marque Et Storytelling Court

  1. 1. Communication : nouveau paradigme 2 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  2. 2. En d’autres termes… Ne prenez la parole que si vous avez quelque chose à dire (et pas « Je suis belle ! Je suis belle ! Je suis belle ! ») Sinon… taisez-vous ! 3 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  3. 3. La prise de parole de la marque doit apporter une valeur à sa communauté Elle est utile et pratique pour mon quotidien ; m’instruit et/ou me divertit Elle facilite la vie elle me Elle est précieuse et réservée à quelques happy fews avantages et me donne des Elle est fraîche et m’apporte des news avant mes autres canaux ; elle m’informe rêver Elle me séduit, me fait rencontres Elle me permet de faire des surprend, me secoue, voire remet en cause mes convictions ; Elle me elle me fait évoluer rire Elle me fait l’image que j’ai de moi-même Elle conforte communauté Elle me fait appartenir à une Elle me donne l’occasion de prendre la parole, m’exprimer de 4 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  4. 4. Un crédo Le contenu est la nouvelle devise des marques C’est le contenu qui permet de dépasser les attributs naturels d’une marque et de susciter l’adhésion … à plus forte raison quand la marque en question n’est pas glamour, ou pas sexy, ou pas connue... Les gens sont prêts à payer pour avoir de grand contenus et de grandes expériences. 5 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  5. 5. Le contenu d’une marque : la clé de tout “The agency’s job is to create content so valuable and useful that consumers wouldn't want to live without it.” Jeff Hicks, CEO de Crispin Porter + Bogusky 6 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  6. 6. http://love.cartier.com 7 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  7. 7. Analyse de love.cartier.com Court-métrages produits par des artistes = spectacles beaux, contemplatifs, aux registres différents Objectifs : créer des émotions, donc de l’impact, travailler les associations à la marque et la préférence de marque. On ne vise pas un effet « choc », mais une expérience qui cadre avec le registre d’expression de la marque et qui offre souvent la voie à des expériences interactives, voire « immersives » On joue sur l’émotion, laquelle reste le meilleur vecteur de l’impact publicitaire 8 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  8. 8. La raison – l’émotion « La différence essentielle entre la raison et l’émotion est que ma raison conduit à une conclusion alors que l’émotion conduit à une action » (Donald Calne, Neurologist) 9 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  9. 9. Le storytelling De telles expériences et/ou de tels « programmes de marque » permettent de : raconter une histoire dans la durée, d’identifier la marque à des valeurs, des personnages ou des situations Au final susciter de l’adhésion comme aucune publicité ne pourrait le faire Cibles initiales que la marque choisit de travailler en profondeur : Les « cœurs de cible » d’individus connectés, potentiels évangélistes dans leurs groupes d’appartenance Elargissements possibles : potentiel viral important Retentissement possible auprès des leaders d’opinion (journalistes…) 10 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  10. 10. La Marque Média La marque devient ainsi productrice de contenus, comme… un média La marque devient ainsi entertainer à part entière. Implications : nouveau métier nouvelles collaborations nouvelles chaînes de valeur Agences et annonceurs : ajout des producteurs de contenus et des artistes aux seuls créatifs 11 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  11. 11. Du branded entertainment au branded content… Le divertissement reste l’un des axes possibles, au même titre que l’information, ou les services On parle donc de « contenus » (branded content) au sens large, ce qui englobe par exemple les widgets conçus pour rendre des services aux utilisateurs. « Branded utility » = la valeur que la marque délivre via : ses produits, sa communication, ses événements, ses lieux dont elle est propriétaire, bref, ses expériences accessibles sur tous les points de contacts 12 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  12. 12. Branded utility : convergence [produit / message] EXPERIENCE TRES FORTE PRODUIT CONTAGIEUX QUALITE SUPERIEURE SOUS-PROMETTEUR SUR-DELIVREUR ANTICIPATION PENETRATION MIN. DE 10% - 15% VERITE 14 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  13. 13. Branded Utility : inévitablement viral Le « levier 2.0 » pour une marque est un contenu si… fort, cool, sexy, pratique, surprenant, dérangeant, drôle, etc… parler ! que l’internaute ne peut s’empêcher d’en 18 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  14. 14. Storytelling is a must! La marque doit donc être créative dans les contenus et services qu’elle propose, à l’opposé de la logique de puissance pure des GRP La marque dit donc être capable de mettre en œuvre et de faire vivre son histoire Pour cela, la marque doit produire ou acheter du contenu sur des sujets qu’affectionne la cible : cinéma et stars, sport culture et arts techno, etc. 19 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com
  15. 15. Gardons en tête la hiérarchie des valeurs… Pour susciter cette adhésion et cette influence, la marque doit d’abord chercher à rester fidèles à ses clients à travers la qualité et la constance de ses produits et services. Les expériences et les contenus valorisants restent subordonnés à cette condition ! 20 The Roxane Company - Emmanuel de Saint-Bon - +33 6 07 28 83 43 - emmanueldsb@myblognote.com

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