{"id":646,"date":"2021-06-14T13:27:14","date_gmt":"2021-06-14T13:27:14","guid":{"rendered":"https:\/\/www.pigeonbrands.com\/?p=646"},"modified":"2021-07-07T11:26:10","modified_gmt":"2021-07-07T15:26:10","slug":"creer-la-diversite-en-conception-de-marque","status":"publish","type":"post","link":"https:\/\/www.pigeonbrands.com\/fr\/creer-la-diversite-en-conception-de-marque\/","title":{"rendered":"Cr\u00e9er la diversit\u00e9 en conception de marque"},"content":{"rendered":"

Chez Pigeon, le concept de diversit\u00e9 va au-del\u00e0 de l\u2019inclusion d\u2019une race ou d\u2019un sexe\u00a0: on parle de v\u00e9ritable inclusion, pour tous et chacun. Dans chacune des sph\u00e8res de la vie.<\/p>\n

Le sujet de la diversit\u00e9 n’a jamais \u00e9t\u00e9 autant sous les projecteurs. Et comme beaucoup d’autres dans l’industrie, l’\u00e9quipe de Pigeon a pris le temps de r\u00e9fl\u00e9chir, de suivre une formation avec l’A2C<\/a> (https:\/\/tinyurl.com\/5f6kcsta) ainsi que de s’engager dans un dialogue ouvert avec nos \u00e9quipes internes et, surtout, avec l’ensemble du milieu.<\/p>\n

Plus t\u00f4t cette ann\u00e9e, le ONEOF100 Diversity of Thought Summit, organis\u00e9 par le PAC, a invit\u00e9 notre pr\u00e9sidente, Elyse Boulet, ainsi que notre directrice en strat\u00e9gie, Christina Essue, \u00e0 parler de diversit\u00e9 en conception de marque aux c\u00f4t\u00e9s de partenaires de chez Danone dont Fiona O\u2019Brien, directrice marketing chez CHC Canada (Danone Canada), et Fe Amarante, chef de conception de marque et directrice de cr\u00e9ation chez Danone \u2013 Am\u00e9rique du Nord.<\/p>\n

Le panel enti\u00e8rement f\u00e9minin a eu une conversation ouverte et franche sur le manque de diversit\u00e9 dans le secteur, tant du c\u00f4t\u00e9 des clients que des agences, et a mis en \u00e9vidence six moyens cl\u00e9s de changer les choses :<\/p>\n

\"\"<\/p>\n

1. Veiller \u00e0 ce que soient pr\u00e9sentes \u00e0 la table les bonnes voix issues de la diversit\u00e9<\/strong><\/p>\n

S’assurer que les \u00e9quipes qui r\u00e9alisent le projet refl\u00e8tent le monde dans lequel il fera son chemin. Cela \u00e9vite les angles morts et la cr\u00e9ation accidentelle de mat\u00e9riel qui manque de sensibilit\u00e9 ou qui se r\u00e9v\u00e8le blessant.<\/p>\n

 <\/p>\n

2. Adopter une approche ascendante : influencer au niveau scolaire<\/strong><\/p>\n

Les \u00e9tudes nous ont appris que de nombreuses personnes issues de la diversit\u00e9 culturelle sont encourag\u00e9es \u00e0 poursuivre une carri\u00e8re dans les domaines traditionnels de la m\u00e9decine, de l’ing\u00e9nierie ou du droit et ne sont pas au fait des perspectives de carri\u00e8res en marketing et en cr\u00e9ation. Se porter volontaire pour parler aux \u00e9tudiants du secondaire constitue un moyen important de leur faire d\u00e9couvrir le secteur et de leur montrer qu’il est possible d’en faire une carri\u00e8re viable.<\/p>\n

    \n
  1. S’\u00e9duquer de son plein gr\u00e9<\/strong><\/li>\n<\/ol>\n

    Prenez l’initiative de lire, de suivre des cours, de faire du b\u00e9n\u00e9volat et de faire tout ce que vous pouvez pour vous \u00e9duquer et \u00e9duquer vos \u00e9quipes sur l’inclusion. N’attendez pas que votre entreprise le fasse.<\/p>\n

     <\/p>\n

      \n
    1. Placer la diversit\u00e9 au c\u0153ur des valeurs de l’entreprise<\/strong><\/li>\n<\/ol>\n

      Une fois que vous \u00eates \u00e9duqu\u00e9.e et que vous avez \u00e9duqu\u00e9 vos \u00e9quipes, passez de la parole aux actes. Mettez en place des programmes et des structures pour susciter des changements (par exemple, cr\u00e9ez des groupes d’\u00e9galit\u00e9 des droits, des programmes de stages, des cercles de mentorat, etc.) et mettez sur pied des indicateurs cl\u00e9s de performance qui en mesurent le succ\u00e8s sur une base r\u00e9guli\u00e8re. Par exemple, Danone Canada a cr\u00e9\u00e9 1DANONE, un groupe de leadership pour les Noirs, les Premi\u00e8res Nations et les personnes de couleur employ\u00e9s de la compagnie. 1DANONE soutient la diversit\u00e9 inclusive par l’\u00e9ducation, le d\u00e9veloppement et le soutien communautaire en engageant la communaut\u00e9 interne et externe afin de soutenir les objectifs de Danone Canada.<\/p>\n

      Pigeon a eu l’honneur de s’associer avec Danone pour cr\u00e9er un nom et une identit\u00e9 significatifs pour le programme, en veillant \u00e0 ce qu’ils soient efficaces et en refl\u00e8tent les objectifs. Le nom et l’identit\u00e9 1DANONE sont b\u00e2tis sur des bases d’unit\u00e9 et d’inclusion, tout en ayant une sym\u00e9trie textuelle pour favoriser la reconnaissance et l’attrait visuel.<\/p>\n

       <\/p>\n

      3. Une identit\u00e9 de marque qui refl\u00e8te le monde dans lequel elle vit<\/strong><\/p>\n

      Assurez-vous que tous les points de contact de votre marque (design, emballage, etc.) refl\u00e8tent le monde dans lequel elle vivra afin d’\u00e9tablir un lien avec le public de fa\u00e7on r\u00e9ellement authentique. Qu’il s’agisse de faire appel \u00e0 des talents issus de la diversit\u00e9, de montrer diff\u00e9rents types de familles, d’\u00e9viter l’appropriation culturelle dans la conception et la mise en r\u00e9cit ou de concevoir des produits neutres sur le plan du genre, ces pr\u00e9occupations sont l\u00e0 pour rester et, par cons\u00e9quent, doivent \u00eatre int\u00e9gr\u00e9es et consid\u00e9r\u00e9es au quotidien.<\/p>\n

       <\/p>\n

      4. Avancer \u00e0 la vitesse de la culture<\/strong><\/p>\n

      Cette conversation ne fait que commencer : de nombreuses autres dimensions de la diversit\u00e9 et de l’inclusion appara\u00eetront, c’est certain. Pour d\u00e9fendre v\u00e9ritablement la diversit\u00e9 et l’inclusion, vous devez rester alerte et vous tenir au courant, faire preuve d’ouverture aux apprentissages et faire votre part de fa\u00e7on continue afin d’apporter des changements syst\u00e9matiques.<\/p>\n

      \"\"<\/p>\n

      5. Une identit\u00e9 de marque qui refl\u00e8te le monde dans lequel elle vit<\/strong><\/p>\n

      Assurez-vous que tous les points de contact de votre marque (design, emballage, etc.) refl\u00e8tent le monde dans lequel elle vivra afin d’\u00e9tablir un lien avec le public de fa\u00e7on r\u00e9ellement authentique. Qu’il s’agisse de faire appel \u00e0 des talents issus de la diversit\u00e9, de montrer diff\u00e9rents types de familles, d’\u00e9viter l’appropriation culturelle dans la conception et la mise en r\u00e9cit ou de concevoir des produits neutres sur le plan du genre, ces pr\u00e9occupations sont l\u00e0 pour rester et, par cons\u00e9quent, doivent \u00eatre int\u00e9gr\u00e9es et consid\u00e9r\u00e9es au quotidien.<\/p>\n

       <\/p>\n

      6. Avancer \u00e0 la vitesse de la culture<\/strong><\/p>\n

      Cette conversation ne fait que commencer : de nombreuses autres dimensions de la diversit\u00e9 et de l’inclusion appara\u00eetront, c’est certain. Pour d\u00e9fendre v\u00e9ritablement la diversit\u00e9 et l’inclusion, vous devez rester alerte et vous tenir au courant, faire preuve d’ouverture aux apprentissages et faire votre part de fa\u00e7on continue afin d’apporter des changements syst\u00e9matiques.<\/p>\n

       <\/p>\n

      \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

      Chez Pigeon, le concept de diversit\u00e9 va au-del\u00e0 de l\u2019inclusion d\u2019une race ou d\u2019un sexe\u00a0: on parle de v\u00e9ritable inclusion, …<\/p>\n","protected":false},"author":3,"featured_media":1383,"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":[28],"tags":[],"class_list":["post-646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perspectives-fr"],"acf":[],"aioseo_notices":[],"yoast_head":"\nCr\u00e9er la diversit\u00e9 en conception de marque - 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\/creer-la-diversite-en-conception-de-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cr\u00e9er la diversit\u00e9 en conception de marque - 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