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Signage as a brand messageSignage for a building, a living space, a neighborhood or even a city is much more than an orientation tool. It conveys the spirit of a living space. Because every environment arouses emotions and contributes to the perception that the...

Recruiting new talent is a daunting challenge. But too many companies still consider that once the hiring contract is signed, the battle is won. Yet welcoming, supporting and retaining this talent is just as essential. Giving them a taste for the company, creating a strong and lasting emotional bond is played out from the very first days.

This morning we dressed up in music as we celebrate our 48th anniversary this month! A new sound identity to give even more meaning to the branding.

All brands express values. But not all of them are equally demanding. For many, values are mere words, a form of promotional cosmetics.
Yet values define attitudes, behaviour, ways of being and acting. They must also be felt in services and products. They are the expression of a "moral" contract that unites all the stakeholders. Defining, cultivating and living one's values is therefore an essential and characterising founding act.

Whether it is to facilitate a reorientation or a career evolution, to increase the chances of success of a start-up or to reinforce the image and recognition of a company or a brand, personal branding is becoming an essential tool.

Even if the Coronavirus crisis has pushed the figure of Greta into the background, both brands and their stakeholders are becoming aware that sustainability is essential. Most strikingly, shareholders themselves seem to have made sustainability one of the most important criteria.

One remembers the rare winter Monday when Jean-Pierre was less smiling than usual... The insiders had understood that a weekend without skiing had just passed: the irrepressible call of the mountain and its snowy coats, he gave himself up to it with such passion!

For brands, identifying and defining their raison d'être is becoming a crucial challenge. Because it will legitimise their existence within communities, guide their actions and commitments, but also because it will define a new conception of the relationships they maintain with their stakeholders and therefore modify their marketing approach in depth. These changes should also lead communication agencies to strengthen their advisory role.

The crisis that everyone is talking about today is hitting many companies hard, sometimes very hard. It has - and will continue to have - significant economic and social repercussions. But does it really affect brands? While COVID-19 directly impacts their business and economy as a company, it is not the main challenge they face as a brand. It is a much deeper crisis that puts them at risk in the long term: mistrust. It is not simply a matter of getting out of a crisis, but of rethinking themselves to enter a "brand new world".