Building a resilient brand
Some brands are capable of developing a type of resilience. Although they cannot avoid crises, they know how to bounce back in adversity thanks to their privileged relationship with a core set of loyal customers. How do they go about it?
Placing your brand at the heart of conversations
Many companies try to generate word of mouth to make up for the loss of impact of traditional advertisement. But how can you create word of mouth that will truly benefit your brand?
Base your strategy on your distinctive capabilities
The race for competitive advantage often leads to endless escalation. How can you break this cycle? One solution is to refocus your strategy on the specific capabilities that strongly differentiate your company.
Create buzz around your offering
Buzz has always existed, but this phenomenon is amplified today due to social networks. In light of recent studies, what are the key actions to support word of mouth around an offering?
Reinforce your company’s societal commitment
Companies have a strong impact when they place their firepower at the service of societal challenges. But this requires a new way of thinking and new competences. How can you deliver on your CSR commitment?
The art of creating memorable moments
What makes some moments more memorable than others? Discover the cognitive mechanisms behind those special moments: you will then know how to orchestrate them for your clients and staff.
Differentiate through corporate identity
To differentiate a company in saturated markets, its project, convictions and culture are increasingly important. How can you promote them in a compelling and credible manner?
Differentiate yourself in saturated markets
On saturated markets, competitors generally fight on commercial presence and price. Yet, there are other ways for businesses to differentiate themselves. How can you play on services and positioning to gain a competitive edge?
Turn your customers into brand ambassadors
Some firms manage to rely on service excellence to turn their customers into ambassadors for their products and services. How to make customer experience a key success factor?
What is the best approach to using social networks?
Social networks offer new perspectives in marketing approaches. How to fully tap these opportunities to really get value from them?
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