{"id":3438,"date":"2022-10-17T21:40:16","date_gmt":"2022-10-18T01:40:16","guid":{"rendered":"https:\/\/www.pigeonbrands.com\/?p=3438"},"modified":"2022-10-25T15:00:24","modified_gmt":"2022-10-25T19:00:24","slug":"brands-in-the-age-of-abundance","status":"publish","type":"post","link":"https:\/\/www.pigeonbrands.com\/fr\/brands-in-the-age-of-abundance\/","title":{"rendered":"Les marques a\u0300 l&rsquo;e\u0300re de l&rsquo;abondance"},"content":{"rendered":"<p><strong>Les marques sont mortes, vive les marques!<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Nous sommes \u00e0 l&rsquo;\u00e2ge d&rsquo;or du choix. Les 319 millions de pieds carr\u00e9s d&rsquo;entrep\u00f4ts d&rsquo;Amazon aux \u00c9tats-Unis nous assurent que quelle que soit la cat\u00e9gorie, quel que soit le produit, nous pouvons choisir parmi litt\u00e9ralement des milliers d&rsquo;options. D\u2019aucuns croient que cette abondance de choix signifie la fin de l&rsquo;importance de la marque. L&rsquo;argument est qu&rsquo;avec plus d&rsquo;options que jamais auparavant, les gens n&rsquo;ont pas de raison d&rsquo;\u00eatre fid\u00e8les aux marques, une affirmation souvent \u00e9tay\u00e9e par la statistique selon laquelle \u00ab la plupart des gens ne se soucieraient pas que 75 % des marques disparaissent demain\u00a0\u00bb<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>.\u00a0 Affaire class\u00e9e, non ?<\/p>\n<p>En r\u00e9alit\u00e9, les gens sont probablement indiff\u00e9rents \u00e0 pr\u00e8s de 99 % des marques dans le monde. Pour les sp\u00e9cialistes du marketing, cela peut sembler alarmant, mais \u00e7a ne devrait surprendre personne. Pensez \u00e0 votre propre vie : il n&rsquo;y a probablement qu&rsquo;une poign\u00e9e de marques qui ont une r\u00e9elle importance pour vous; les autres ne sont que du bruit de fond. Lorsque nous faisons des achats en ligne, et plus particuli\u00e8rement sur Amazon, le volume de ce bruit de fond est tr\u00e8s fort. Il y a pr\u00e8s de 20 ans, dans son livre <em>The Paradox of Choice<\/em>, Barry Schwartz a mis le doigt sur le probl\u00e8me : avoir le choix est une bonne chose, mais trop de choix ne l&rsquo;est certainement pas.<a href=\"#_ftn2\" name=\"_ftnref2\">[2]<\/a><\/p>\n<p>La solution \u00e0 la paralysie et \u00e0 l&rsquo;indiff\u00e9rence induites par l&rsquo;abondance n&rsquo;est pas d&rsquo;abandonner la marque et le branding. La marque est l&rsquo;outil le plus pr\u00e9cieux dont disposent les consommateurs pour simplifier leurs choix. La d\u00e9cision d&rsquo;abandonner la marque, de devenir plus g\u00e9n\u00e9rique et de se fondre encore plus dans la masse constitue en fait le moyen le plus s\u00fbr de tuer votre entreprise.<\/p>\n<p>Alors, comment construire votre marque ? Devriez-vous parler de l&rsquo;objectif social ou des avantages fonctionnels, donner dans l\u2019humour ou \u00eatre sinc\u00e8re et s\u00e9rieux ?<\/p>\n<p>La r\u00e9ponse est <strong>oui<\/strong>, mais&#8230;<\/p>\n<p>Tout ce qui pr\u00e9c\u00e8de peut fonctionner, mais seulement si cela vient d&rsquo;un lieu de v\u00e9rit\u00e9. La vocation sociale est puissante, mais seulement pour les marques qui l&rsquo;ont dans le sang&#8230; N\u2019est-ce pas, Patagonia? Il est trop facile de se laisser distraire par le bruit des communications, par les campagnes de TikTok, par le fait de rester au sommet des derni\u00e8res tendances sociales et par la pression de produire constamment plus de contenu. Mais si vous ne savez pas qui vous \u00eates, si vous n&rsquo;avez pas identifi\u00e9 le v\u00e9ritable positionnement de votre marque, vous serez toujours en train de suivre la strat\u00e9gie de quelqu&rsquo;un d&rsquo;autre. Vous vous sentirez perdu et emport\u00e9 par les courants du marketing.<\/p>\n<p>La solution consiste \u00e0 trouver la v\u00e9rit\u00e9 de <strong>votre<\/strong> marque et \u00e0 l&rsquo;utiliser pour clarifier votre action et vous d\u00e9marquer. Alors que l&rsquo;offre ne cesse de cro\u00eetre, il est plus important que jamais de fournir de meilleurs produits, de rester fid\u00e8le \u00e0 ce que l&rsquo;on est, de proposer une perspective distincte, d&rsquo;\u00eatre \u00e0 l&rsquo;\u00e9coute du consommateur et d&rsquo;avoir une marque distinctive. La marque est ce qui permet d&rsquo;\u00e9chapper \u00e0 la tyrannie du choix : elle est utilis\u00e9e face au poids \u00e9crasant des options afin de simplifier les d\u00e9cisions. Les marques sont un raccourci, elles injectent de la confiance dans un monde de marques g\u00e9n\u00e9riques et de contrefa\u00e7on.<\/p>\n<p>Si vous aimez cet article ou \u00eates d\u2019accord avec ces id\u00e9es et souhaitez en discuter davantage, n&rsquo;h\u00e9sitez pas \u00e0 me contacter. M\u00eame chose si vous pensez que j&rsquo;ai tout faux et d\u00e9sirez me dire le fond de votre pens\u00e9e\u00a0: contactez-moi\u00a0!<\/p>\n<p><em>-Zeb Barrett, VP Strategy, Pigeon<\/em><\/p>\n<p><em>zbarrett@pigeonbrands.com<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><em><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/<\/em><\/p>\n<p><em><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> Schwartz, Barry. 2016.\u00a0The Paradox of Choice. New York, NY: ECCO Press.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p3\">\n","protected":false},"excerpt":{"rendered":"<p>Les marques sont mortes, vive les marques! &nbsp; Nous sommes \u00e0 l&rsquo;\u00e2ge d&rsquo;or du choix. Les 319 millions de pieds &hellip;<\/p>\n","protected":false},"author":3,"featured_media":3435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[12,28],"tags":[],"class_list":["post-3438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles","category-perspectives-fr"],"acf":[],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les marques a\u0300 l&#039;e\u0300re de l&#039;abondance - Pigeon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pigeonbrands.com\/fr\/brands-in-the-age-of-abundance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marques a\u0300 l&#039;e\u0300re de l&#039;abondance - Pigeon\" \/>\n<meta property=\"og:description\" content=\"Les marques sont mortes, vive les marques! &nbsp; Nous sommes \u00e0 l&rsquo;\u00e2ge d&rsquo;or du choix. 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