Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Être unemarqueaujourd’huiBrieuc Saffré@_brieucChaire Entrepreneuriat 2012
À voir avant de continuerSi c’est pas déjà fait...
Tout a changéOn l’a vu...
L’exemple de la soirée...mais comment agir ?
Quiêtes-vous?Quelles sont vos valeurs & convictions ?
Pourquoi votre marqueexiste ?Votre marque
La raison d’êtreVotre moteur.
Brand UtilityShared ValuePurposeRaison-d’êtreSoul of the brandMission
C’est la raison-d’être devotre marque qui doitvous guider
«People don’t buy what you do,they buy whyyou do it»Simon Sinek
The Golden CircleWhatQuel produit ouservice ?
The Golden CircleWhatHowComment est-ilproduit ?
WhatHowThe Golden CircleWhyPourquoi lefait-on ?
Le cycle de vie d’un produitEarlyadoptersCroissanceSélection& maturitéDéclin
Le cycle de vie d’un produitATTEINDRELES MASSESLe réflexe del’époque desmédias demasses
Le cycle de vie d’un produitEarlyadoptersIl faut maintenantconvaincre lesearly adopters
Le cycle de vie d’un produitEarlyadopterstippingpoint...pour ensuiteatteindre lesmasses.
La raison-d’êtreDes champs d’innovations infinies.How to reinvent capitalism - Michael Porter January 2011 - Harvard Busine...
La raison-d’êtreForce pour le recrutement
La raison-d’êtreForce pour créer une communauté
ComprendreObserver les comportements
ComprendreRencontrer les utilisateurs
Trouver et apporter la réponse à leurs besoinsComprendre
La nouvelle clé.L’expérience
De la qualité...
constamment.
C’est ce que vous faîtes,non plus ce que vous dîtes,qui importe.
Comment rendre l’expériencemarquante ou remarquablepour le client?
the Purple Cow«You cant beremarkable byfollowing someoneelse whosremarkable.»Seth Godin
Prenez son point de vue
Rendez votre expérience unique
C’est la prolongation de votre raison-d’être
7dimensions possiblesA cumuler autant que vous voulez tant quel’expérience surprend et «sursatisfait»tout en restant cohér...
dimension Waouh !Vous surprenez positivement.
dimension trop beau !Vous jouez sur l’esthétique et les sens.
dimension déjà !Vous offrez un tempsd’avance sur ce qui sefait aujourd’hui.
dimension bien vu !Vous avez pensé le moindre détailde l’expérience.
dimension respectVotre engagementsociétal vous donneencore plus de force.
dimensionsympa !Les interactions que vous offrez sont agréables,personnalisées voire amicales.
DimensionJe prends !Le rapportbénéfice apporté / prixest excellent ou innovant.
Pour créer un marché sans concurrent,rendre vos prétendus concurrentsinutiles en créant une nouvelle demandepour sortir de...
l’exemple de la WiiLe canevasstratégiquevous permetd’imaginerune autrecourbe devaleur
À tester etremodelersanscesse...le business model canevas
Les contextesLa nouvelle cible.
Quelquesexemplesdecontextes
20101,8 milliard de $ 19 milliards de $Facebook Ads Google AdwordsAffichage par cibles Affichage par contexte
« Brands need to see themselvesas value creators, adding value tocontexts where their value isappreciated and needed.They ...
Commentfait-on ?
À vousde jouer
Le jeu del’expériencemarquante
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Agir dans le marketing aujourd'hui
Nächste SlideShare
Wird geladen in …5
×

Agir dans le marketing aujourd'hui

3.515 Aufrufe

Veröffentlicht am

Cours donné en novembre 2012 dans la Chaire Entrepreneuriat de l'ESSCA.

Veröffentlicht in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS 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 THIS 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 THIS 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 THIS 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 THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Agir dans le marketing aujourd'hui

  1. 1. Être unemarqueaujourd’huiBrieuc Saffré@_brieucChaire Entrepreneuriat 2012
  2. 2. À voir avant de continuerSi c’est pas déjà fait...
  3. 3. Tout a changéOn l’a vu...
  4. 4. L’exemple de la soirée...mais comment agir ?
  5. 5. Quiêtes-vous?Quelles sont vos valeurs & convictions ?
  6. 6. Pourquoi votre marqueexiste ?Votre marque
  7. 7. La raison d’êtreVotre moteur.
  8. 8. Brand UtilityShared ValuePurposeRaison-d’êtreSoul of the brandMission
  9. 9. C’est la raison-d’être devotre marque qui doitvous guider
  10. 10. «People don’t buy what you do,they buy whyyou do it»Simon Sinek
  11. 11. The Golden CircleWhatQuel produit ouservice ?
  12. 12. The Golden CircleWhatHowComment est-ilproduit ?
  13. 13. WhatHowThe Golden CircleWhyPourquoi lefait-on ?
  14. 14. Le cycle de vie d’un produitEarlyadoptersCroissanceSélection& maturitéDéclin
  15. 15. Le cycle de vie d’un produitATTEINDRELES MASSESLe réflexe del’époque desmédias demasses
  16. 16. Le cycle de vie d’un produitEarlyadoptersIl faut maintenantconvaincre lesearly adopters
  17. 17. Le cycle de vie d’un produitEarlyadopterstippingpoint...pour ensuiteatteindre lesmasses.
  18. 18. La raison-d’êtreDes champs d’innovations infinies.How to reinvent capitalism - Michael Porter January 2011 - Harvard Business ReviewMission del’entrepriseImpactenvironnementalUtilisationde l’énergieGestion del’eauSanté desemployés Sécuritédes salariésFormationdes salariésRelation aveclesfournisseurs
  19. 19. La raison-d’êtreForce pour le recrutement
  20. 20. La raison-d’êtreForce pour créer une communauté
  21. 21. ComprendreObserver les comportements
  22. 22. ComprendreRencontrer les utilisateurs
  23. 23. Trouver et apporter la réponse à leurs besoinsComprendre
  24. 24. La nouvelle clé.L’expérience
  25. 25. De la qualité...
  26. 26. constamment.
  27. 27. C’est ce que vous faîtes,non plus ce que vous dîtes,qui importe.
  28. 28. Comment rendre l’expériencemarquante ou remarquablepour le client?
  29. 29. the Purple Cow«You cant beremarkable byfollowing someoneelse whosremarkable.»Seth Godin
  30. 30. Prenez son point de vue
  31. 31. Rendez votre expérience unique
  32. 32. C’est la prolongation de votre raison-d’être
  33. 33. 7dimensions possiblesA cumuler autant que vous voulez tant quel’expérience surprend et «sursatisfait»tout en restant cohérent.par Stéphane Dieutre
  34. 34. dimension Waouh !Vous surprenez positivement.
  35. 35. dimension trop beau !Vous jouez sur l’esthétique et les sens.
  36. 36. dimension déjà !Vous offrez un tempsd’avance sur ce qui sefait aujourd’hui.
  37. 37. dimension bien vu !Vous avez pensé le moindre détailde l’expérience.
  38. 38. dimension respectVotre engagementsociétal vous donneencore plus de force.
  39. 39. dimensionsympa !Les interactions que vous offrez sont agréables,personnalisées voire amicales.
  40. 40. DimensionJe prends !Le rapportbénéfice apporté / prixest excellent ou innovant.
  41. 41. Pour créer un marché sans concurrent,rendre vos prétendus concurrentsinutiles en créant une nouvelle demandepour sortir de la guerre des prixl’Océan bleu
  42. 42. l’exemple de la WiiLe canevasstratégiquevous permetd’imaginerune autrecourbe devaleur
  43. 43. À tester etremodelersanscesse...le business model canevas
  44. 44. Les contextesLa nouvelle cible.
  45. 45. Quelquesexemplesdecontextes
  46. 46. 20101,8 milliard de $ 19 milliards de $Facebook Ads Google AdwordsAffichage par cibles Affichage par contexte
  47. 47. « Brands need to see themselvesas value creators, adding value tocontexts where their value isappreciated and needed.They need to investigate and explore these contexts, surrounding theirbrands and products, and take ownership of them.»Helge Tenno
  48. 48. Commentfait-on ?
  49. 49. À vousde jouer
  50. 50. Le jeu del’expériencemarquante

×