3. I N BRAND WE TRUST?_PROPOS
`
Q U ʼ E S T- C E Q U ʼ U N E M A R Q U E _ "
( M É TA - M A R Q U E _ M A R Q U E M O D E R N E ) "
CONSUMERS DON’T BUY PRODUCTS, THEY BUY BRANDS
"
BRANDING_BRAND EQUITY_"
(LA MARQUE PLUS PUISSANTE QUE LE CORP/ PRODUIT)"
« B R A N D A D D VA L U E , B R A N D S A D D M A G I C »
"
S A C R A L I S AT I O N _ D É S A C R A L I S AT I O N _ "
(LE POP ART_NO
LOGO_HELLO_GRANDEURS_DÉCADENCES)"
« LA MARQUE CONSOMME LES INDIVIDUS » ? oui mais
« PA R C E Q U E J E L E V E U X B I E N » ?
"
NOUVELLES VOIES_NOUVELLES VOIX"
( N O U V E L L E S H I S T O I R E S D E M A R Q U E S _ P R O TA G O N I S T E S ) "
CASES STUDIES_SOLUTIONS
"
N E W C O N S U M E R _ N E W B R A N D _ G R E AT S T O R I E S "
(STORY TELLING_BRAND EXPERIENCE/CONTENT/
C U LT U R E _ C O - B R A N D _ I N S I G H T S _ G O O D S T O R Y B R O ) _ "
CONSUMERS DON’T BUY BRANDS, THEY BUY STORIES
"
CONCLU_"
3
10. BRAND IS THE "A NAME,
TERM, DESIGN,
SYMBOL, OR ANY
OTHER FEATURE THAT
IDENTIFIES ONE
SELLER'S GOOD OR
SERVICE AS DISTINCT
FROM THOSE OF OTHER
SELLERS.
THE LEGAL TERM FOR BRAND IS
TRADEMARK."
A M E R I C A N M A R K E T I N G A S S O C I AT I O N ,
DICTIONARY OF MARKETING TERMS"
"
13. COMME ON MARQUAIT
LESÊ TBÊTES"C E T T E B Ê T E
POUR DIRE CETTE B E EST A MOI,
N ’ E S T PA S C E L L E - L À
XVIème
13
14. ON MARQUE DE SON
NOM" À M O I , C ’ E S T M O I
POUR DIRE CE PRODUIT EST
Q U I L’ A I T FA I T, J E S U I S L E P R E M I E R D U N O M
XVIIIème
14
15. SNOOP DOG, SHAKIRA & J.LO
AUJOURDʼHUI, CʼEST PAREIL…"
ILS DISENT C’EST MA CHANSON, C’EST MOI QUI
CHANTE
23. E D WA R D B E R N AY S ( … ) S AVA I T A U S S I Q U ' O N N E
T R A N S F O R M E PA S L E C O M P O R T E M E N T D E S
INDIVIDUS EN S'ADRESSANT À LEUR RAISON
OU À LEUR CONSCIENCE POUR DES « BESOINS
» Q U ' I L S N ' O N T PA S , "
MAIS EN CAPTANT LEUR
ATTENTION POUR
DÉTOURNER LEUR DÉSIR - CE
QUE FREUD APPELLE LEUR «
ÉNERGIE LIBIDINALE » -
VERS LES MARCHANDISES."
BERNARD STIEGLER"
23
25. FAR FROM BUILDING THE
BRAND, ADVERTISING
ORIGINATED TO INFORM THE
CONSUMER ABOUT THESE NEW
INVENTIONS AND TO CONVINCE
THEM THAT LIFE WOULD BE
BETTER AS A RESULT OF
BUYING THEM.
RICHARD CORDINER_BRAND STORY "
25
26. IL EST ALORS RECONNU
QUE LA MARQUE
POSSEDE UN POUVOIR
EMOTIONNEL,
PHSYCHOLOGIQUE,
IDENTITAIRE "
1940ʼs
26
27. THE SEARCH FOR THE TRUE MEANING OF BRANDS - OR
THE "BRAND ESSENCE," AS IT IS OFTEN CALLED -
G R A D U A L LY T O O K T H E A G E N C I E S A W AY F R O M
I N D I V I D U A L P R O D U C T S A N D T H E I R AT T R I B U T E S A N D "
TO WA R D A P S Y C H O L O G I C A L / A N T H R O P O L O G I C A L
E X A M I N AT I O N O F W H AT B R A N D S M E A N T O T H E C U LT U R E
A N D TO P E O P L E ' S L I V E S . T H I S WA S S E E N TO B E O F
C R U C I A L I M P O R T A N C E , S I N C E C O R P O R A T I O N S M AY
M A N U FA C T U R E P R O D U C T S , B U T W H AT C O N S U M E R S B U Y
ARE BRANDS."
NAOMI KLEIN_NO LOGO"
27
28. T H E B R A N D N E E D E D A D V E R T I S I N G T O E L E V AT E I T A B O V E
THE DELUGE OF ANONYMOUS AND GENERIC MASS-
P R O D U C E D G O O D S T H AT W E R E F L O O D I N G T H E M A R K E T,
AND ADVERTISING NEEDED THE BRAND WHEN IT COULD
N O L O N G E R R E LY O N T H E U N I Q U E N E S S O F T H E P R O D U C T
TO FORM THE BODY OF THE MES- SAGE.
D I F F E R E N T I AT I O N B A S E D O N T H E B R A N D I T S E L F
B E C A M E A N E C E S S I T Y. I N A N A G E O F I N T E N S E
C O M P E T I T I O N A N D U N I F O R M I T Y, T H E B R A N D A N D
ADVERTISING WERE DESTINED TO BE TOGETHER."
RICHARD CORDINER_BRAND STORY "
28
32. C O N T R I B U E R À C E Q U E L E S C O N S O M M AT E U R S A C H È T E N T
LA MARQUE AU-DELÀ DU PRODUIT
32
33. « T H E A S T R O N O M I C A L G R O W T H I N T H E W E A LT H A N D
C U LT U R A L I N F L U E N C E O F M U LT I - N AT I O N A L C O R P O R AT I O N S
O V E R T H E L A S T F I F T E E N Y E A R S C A N A R G U A B LY B E T R A C E D
B A C K T O A S I N G L E , S E E M I N G LY I N N O C U O U S I D E A D E V E L O P E D
B Y M A N A G E M E N T T H E O R I S T S I N T H E M I D - 1 9 8 0 S : T H AT
S U C C E S S F U L C O R P O R A T I O N S M U S T P R I M A R I LY P R O D U C E
BRANDS, AS OPPOSED TO PRODUCTS. »
NAOMI KLEIN_NO LOGO"
33
41. BRAND EQUITY IS A PHRASE USED IN THE
M A R K E T I N G I N D U S T RY W H I C H
D E S C R I B E S T H E VA L U E O F H AV I N G A
WELL-KNOWN BRAND NAME, BASED ON
T H E I D E A T H AT T H E O W N E R O F A W E L L -
K N O W N B R A N D N A M E C A N G E N E R AT E
MORE MONEY FROM PRODUCTS WITH
T H AT B R A N D N A M E T H A N F R O M
PRODUCTS WITH A LESS WELL KNOWN
N A M E , A S C O N S U M E R S B E L I E V E T H AT A
PRODUCT WITH A WELL-KNOWN NAME IS
BETTER THAN PRODUCTS WITH LESS
WELL KNOWN NAMES. ANOTHER WORD
FOR "BRAND EQUITY" IS "BRAND
VA L U E " ( … ) "
41 HTTP://EN.WIKIPEDIA.ORG/WIKI/BRAND_EQUITY"
42. SOME MARKETING RESEARCHERS
HAVE CONCLUDED THAT BRANDS
ARE ONE OF THE MOST
VALUABLE ASSETS A COMPANY
HAS, AS BRAND EQUITY IS ONE
OF THE FACTORS WHICH CAN
INCREASE THE FINANCIAL VALUE
OF A BRAND TO THE BRAND
OWNER, ALTHOUGH NOT THE
ONLY ONE
42 HTTP://EN.WIKIPEDIA.ORG/WIKI/BRAND_EQUITY"
43. « THEN CAME THE BRAND
EQUITY MANIA OF THE
EIGHTIES, THE DEFINING
MOMENT OF WHICH ARRIVED
IN 1988 WHEN PHILIP
MORRIS PURCHASED KRAFT
FOR $12.6 BILLION — SIX
TIMES WHAT THE COMPANY
WAS WORTH ON PAPER. THE
PRICE DIFFERENCE,
APPARENTLY, WAS THE COST
OF THE WORD "KRAFT." »"
NAOMI KLEIN_NO LOGO"
43
45. « W H A T T H E S E C O M P A N I E S P R O D U C E D P R I M A R I LY W E R E
NOT THINGS, THEY SAID, BUT IMAGES OF THEIR
BRANDS »"
45 NAOMI KLEIN_NO LOGO"
46. « (THE COMPANY WHO)
PRODUCES THE
MOST POWERFUL
IMAGES, AS
OPPOSED TO
PRODUCTS, WINS
THE RACE »"
46 NAOMI KLEIN_NO LOGO"
47. « THEIR REAL
WORK LAY NOT IN
MANUFACTURING
BUT MARKETING »"
47 NAOMI KLEIN_NO LOGO"
48. « S I N C E M A N Y O F T O D AY ' S B E S T - K N O W N
M A N U FA C T U R E R S N O L O N G E R P R O D U C E P R O D U C T S A N D
A D V E R T I S E T H E M , B U T R AT H E R B U Y P R O D U C T S A N D
" B R A N D " T H E M , T H E S E C O M PA N I E S A R E F O R E V E R O N
T H E P R O W L F O R C R E A T I V E N E W W AY S T O B U I L D A N D
S T R E N G T H E N T H E I R B R A N D I M A G E S . M A N U FA C T U R I N G
P R O D U C T S M AY R E Q U I R E D R I L L S , F U R N A C E S , H A M M E R S
A N D T H E L I K E , B U T C R E AT I N G A B R A N D C A L L S F O R A
C O M P L E T E LY D I F F E R E N T S E T O F T O O L S A N D
M AT E R I A L S . I T R E Q U I R E S A N E N D L E S S PA R A D E O F B R A N D
E X T E N S I O N S , C O N T I N U O U S LY R E N E W E D I M A G E R Y F O R
M A R K E T I N G A N D , M O S T O F A L L , F R E S H N E W S PA C E S T O
D I S S E M I N AT E T H E B R A N D ' S I D E A O F I T S E L F. » "
48 NAOMI KLEIN_NO LOGO"
55. N I K E _ J U S T D O I T _ S TO RY ( W I E D E N ) "
55
56. WE CHOOSE OUR
BRANDS AS WE
CHOOSE OUR FRIENDS,
AND WE SELECT THESE
FRIENDS BASED
LARGELY ON HOW THEY
MAKE US FEEL ABOUT
OURSELVES
RICHARD CORDINER_BRAND STORY "
56
58. T H E C O R P O R AT I O N W A S E S S E N T I A L LY A P S Y C H O P AT H , I N
T H A T I T W A S C R E A T E D A N D L E G A L LY M A N D A T E D T O
R E L E N T L E S S LY P U R S U E I T S O W N S E L F I N T E R E S T S
REGARDLESS OF THE CONSEQUENCES – BUT THE
B R A N D C O U L D C O N C E A L T H I S U N PA L ATA B L E T R U T H B Y
P R O V I D I N G I T W I T H A M O R E A C C E P TA B L E I D E N T I T Y F O R
PUBLIC CONSUMPTION.
RICHARD CORDINER_BRAND STORY "
58
59. « THE MORE YOU
SPEND, THE MORE YOUR
COMPANY IS WORTH »
59 NAOMI KLEIN_NO LOGO"
60. EST-CE QUE NOUS
CROYONS VRAIMENT
QUE LA BRAND VALUE
DONNE UN GENRE DE
SUPERPOUVOIR À LA
MARQUE ? "
60
68. COMBIEN DE FOIS DANS SON
H I S TO I R E A P P L E S ʼ E S T- E L L E
EFFONDRÉE (ET SʼEFFONDRERA
ENCORE) ?
68
69. H T T P : / / W W W. L AT R I B U N E . F R / T E C H N O S - M E D I A S / I N F O R M AT I Q U E /
2 0 1 2 1 2 0 6 T R I B 0 0 0 7 3 5 5 5 6 / 3 5 - M I L L I A R D S - D E - VA L O R I S AT I O N - B O U R S I E R E -
E N V O L E S - E N - U N E - S E A N C E - A P P L E - A C C U S E - L E - C O U P. H T M L "
69 "
70. DʼAILLEURS
EST-CE QUE
APPLE EST
UNE
MARQUE ?
70
71. AN "APPLE," LIKE A "PROCTER &
GAMBLE," IS A COMPANY, NOT A
PRODUCT BRAND.
NOBODY EVER SAYS, THEY BOUGHT
AN "APPLE" UNLESS THEY HAVE
JUST VISITED A SUPERMARKET. "
71 T T P : / / A D A G E . C O M / A R T I C L E / A L1- 4 3I E 9 4/ F"I L L - H O L E S - C O N S U M E R - S - M I N D /
H R
0
S
/
"
72. INSTEAD THEY SAY THEY BOUGHT
A "MACINTOSH," OR AN "IPOD," OR
AN "IPHONE."
THE WAY TO KEEP A BRAND NARROWLY
FOCUSED AND STILL EXPAND THE COMPANY, AS
APPLE DID, IS TO LAUNCH SECOND, THIRD AND
EVEN FOURTH BRANDS. "
72 T T P : / / A D A G E . C O M / A R T I C L E / A L1- 4 3I E 9 4/ F"I L L - H O L E S - C O N S U M E R - S - M I N D /
H R
0
S
/
"
73. DEVENIR LE RÉFÉRENT
REMPLIR À CHAQUE
FOIS UN ESPACE
DANS LE CERVEAU
DU CONSOMMATEUR "
"
73
74. « FILL IN THE
HOLES IN THE
CONSUMER'S
MIND »"
"
74 T T P : / / A D A G E . C O M / A R T I C L E / A L1- 4 3I E 9 4/ F"I L L - H O L E S - C O N S U M E R - S - M I N D /
H R
0
S
/
"
75. « BRANDING, IN ITS
TRUEST AND MOST
ADVANCED
INCARNATIONS, IS
ABOUT CORPORATE
TRANSCENDENCE »
75 NAOMI KLEIN_NO LOGO"
79. « CE NʼEST PAS
LʼOBJET OU LE
SERVICE QUI EST
LE SOUTIEN DU
DÉSIR, MAIS LA
MARQUE » "
JACQUES LACAN"
79
80. « P O U R Q U O I E S T- O N P R Ê T À PAY E R U N P R I X
DÉMENT – ALORS QU'ON POURRAIT TROUVER
L ' É Q U I VA L E N T 2 0 F O I S M O I N S C H E R – P O U R U N E
PA I R E D E C H A U S S U R E S D O N T L A S E M E L L E A É T É
PEINTURLURÉE EN ROUGE OU POUR UNE PETITE
VESTE NOIRE SIGLÉE D'UN DOUBLE C ? »"
80
81. « L'IMPOSITION DE LA
GRIFFE REPRÉSENTE UN
CAS EXEMPLAIRE
D'ALCHIMIE SOCIALE,
OPÉRATION DE
TRANSSUBSTANTIATION QUI,
SANS RIEN CHANGER DE LA
NATURE PHYSIQUE DU
PRODUIT, EN MODIFIE
RADICALEMENT LA QUALITÉ
SOCIALE »"
P I E R R E B O U R D I E U + Y V E T T E D E L S A U T _ A R T I C L E D E 1 9 7 5
" L E C O U T U R I E R E T S A G R I F F E : C O N T R I B U T I O N À U N E
81 T H É O R I E D E L A M A G I E " . "
82. « IL Y A BIEN
"TRANSSUBSTANTIATION",
C'EST-À-DIRE LITTÉRALEMENT
PASSAGE DES QUALITÉS D'UNE
PREMIÈRE SUBSTANCE DANS
UNE DEUXIÈME SUBSTANCE
(ET, IMAGINE-T-ON, DANS UNE
TROISIÈME, À SAVOIR "MOI"
QUI PORTE CE VÊTEMENT ET
QUI ME SENS ALORS UN PEU
DOTÉE DE SON POUVOIR
EXTRAORDINAIRE) »"
H T T P : / / W W W . L E M O N D E . F R / S T Y L E / A R T I C L E / 2 0 1 2 / 1 2 / 0 4 /
L A - B A R B E - N E - F A I T - P A S - L E - P H I L O S O P H E - L A - G R I F F E - D U -
82 C O U T U R I E R - S I _ 1 7 9 9 2 7 3 _ 1 5 7 5 5 6 3 . H T M L "
"
99. H T T P : / / W W W. G A I T E - LY R I Q U E . N E T / G A I T E L I V E / L U D O V I C - H O U P L A I N - H 5 -
CREER-UNE-FAUSSE-MARQUE-HELLO"
99
100. UNE MARQUE CʼEST UNE
HISTOIRE HUMAINE,
MÉCANIQUE, ARTISTIQUE,
UNE HISTOIRE DE PROGRÈS, "
UN ADN, UN MYTHE"
100
185. Dommage surtout de ne sʼêtre pas
vraiment mouillé"
(oui la marque est partout, les marques
sont partout mais en quoi cela nous
apporte quelque chose ? Est-ce que cʼest
mal ? Est-ce que cʼest bien ? Est-ce
quʼon ne sʼen fout pas un peu ? Est-ce
que lʼartiste est allé jusquʼau bout de son
propos ? Est-ce quʼune démonstration au
chausse-pied cʼest vraiment ce que lʼon
attend de lʼart ?)"
185
194. ET SI DEMAIN MERCEDES - AU
NOM DE SON INCARNATION DE
LʼEXCELLENCE ALLEMANDE,
AU NOM DE LA CONFIANCE
QUE LES GENS PORTENT A
CETTE MARQUE - ALLAIT
ENCORE AILLEURS ?
194
200. "WE DON'T SELL A PRODUCT,
WE SELL A STYLE OF LIFE. I
THINK WE HAVE CREATED A
MOVEMENT. . . . THE DIESEL
CONCEPT IS EVERYTHING.
IT'S THE WAY TO LIVE, IT'S
THE WAY TO WEAR, IT'S THE
WAY TO DO SOMETHING. » "
R E N Z O R O S S O _ PAT R O N D E D I E S E L J E A N S _ PA P E R M A G A Z I N E "
200
236. Marketing au
service des p r ê c h e
é g l i s e
c r o y a n t
r e l i g i o n s
Marketing au
service des p r o p a g a n d e
p a r t i
m i l i t a n t
i d é o l o g i e s
Marketing au
service des publicité/
s h o p p i n g
f a n
sociétés b r a n d i n g
p r i v é e s
236
245. THE TRADITIONAL DEFINITION OF THE CONSUMER NO
LONGER SEEMED TO FIT AS IT BEGAN EXPRESSING
I T S E L F I N M U C H M O R E C O M P L E X W A Y S T H A N S I M P LY T H E
D E C I S I O N T O B U Y O R N O T T O B U Y. "
BETTER CONNECTED AND MORE INFORMED THAN EVER
B E F O R E , T H E C O N S U M E R W A S S U D D E N LY W I L L I N G A N D
ABLE TO USE ITS NEW FOUND CONNECTIVITY AGAINST
T H E B R A N D I F I T D A R E D C O N T R AV E N E A N U N S P O K E N
C O N T R A C T O F T R U S T.
RICHARD CORDINER_BRAND STORY"
245
262. LES MARQUES SE
SONT RETROUVÉES
PERDUES"
LOST IN TRANSLATION
262
263. (à ce moment-là on a parlé du cas Boots et de Naked_du
business model des agences média en train de
péricliter_de ces dernières en train de chercher de
nouveaux revenus auprès des marques_de tout un vent
de critiques adressées à lʼendroit de la marque_de la
recherche incapable de mesurer lʼimpact de la publicité
sur la marque et lʼaccuse_de consommateurs qui
prennent goût au dialogue)
263
286. AFTER ITS LONG
METAMORPHOSIS IN A STATE
OF SELF-DISTRACTION, THE
NEW CONSUMER FINALLY
EMERGED. RISING FROM ITS
SPIRITUAL VACUUM, THE
NEW CONSUMER DEMANDED
NOTHING LESS THAN
AUTHENTIC EXPERIENCES
BASED ON VALUES THAT
MATCHED ITS OWN
RICHARD CORDINER_BRAND STORY "
286
287. CONSUMERS
DONʼT BUY
BRANDS, THEY
BUY STORIES
287
288. LÀ OÙ LES MARQUES NE
SONT PAS
CONSUBSTANTIELLES À
LʼHUMANITÉ, LES
HISTOIRES, SI….
288
289. THERE IS ONLY ONE
GOLDEN RULE IN
STORY-TELLING: YOU
MUST WRITE THE
TRUTH. "
T H E T R U T H I S N ’ T N E C E S S A R I LY W H AT
HAPPENS, BUT HOW WE FEEL ABOUT
W H AT H A P P E N S – A N D T H I S T R U T H
H A S T O S TA RT W I T H A N I N S I G H T
I N T O L I F E T H AT I S W O RT H
EXPRESSING.
RICHARD CORDINER_BRAND STORY "
289
294. The boundaries ULTRA-LUXURY
between
premium and LUXURY
luxury are
wearing away « MASSCLUSIVITY »
a sudden craving for privilege and status for
the masses
PREMIUM
Sophistication &
quality increase
Dwindling of the middle-market
Affordability increase
ENTRY
300. Make
everyday
exceptional
TREAT IS THE NEW CHIC
THANKS TO A NEW ACCESSIBILITY/
EVERYDAY LUXURY AFFORDABILITY
301. Bring the Ferrari World Abou Dhabi
dream to
life JOURNEY
ADRENALINE
ROMANTICISM
Bubble in Paris January 2012
GRACE
LOVE GOURMET TASTE LIVE UNREASONABLY
Restaurant Crystal Room Baccarat Paris
Maille Store in Paris
306. Create a sense
of community
ENGAGE PARTICIPATE ENJOY
Burberry the art of Trench Cointreau Privé Paris 2012
Hermès, J’m mon carré Celux Club Vuitton Japan
328. UNE MARQUE CʼEST"
V I VA N T
COMME UEN PERSONNE "
UNE NAISSANCE"
UN COSTUME "
UN ORGANISME EN MOUVEMENT "
UNE ADRESSE"
UN ENVIRONNEMENT"
U N D I S C O U R S D E S VA L E U R S "
UNE PRODUCTION "
QUI ELLE-MEME PEUT CHANGER "
"
Q U I T T E À FA I R E T O U T E T S O N C O N T R A I R E "
"
328
329. EST-CE QUʼUNE
MARQUE, DANS
LE NOIR, A DU
SENS?
329
330. SOURCES_
wikipedia Brand_Brand equity
HELLO KITTY
http://www.independent.co.uk/news/world/asia/top-cat-
how-hello-kitty-conquered-the-world-831522.html
http://www.rue89.com/2009/07/22/hello-kitty-le-chat-qui-
valait-un-milliard
E D W A R D B E R N AY S
http://grow.gardenmediagroup.com/blog/bid/180768/The-
Father-of-Spin-or-The-Birth-of-Public-Relations
NO LOGO
http://www.guardian.co.uk/books/2000/nov/27/
firstchapters.extract
APPLE
http://adage.com/article/al-ries/fill-holes-consumer-s-
mind/143094/
T R A N S S U B S TA N T I AT I O N
http://www.lemonde.fr/style/article/2012/12/04/la-barbe-
ne-fait-pas-le-philosophe-la-griffe-du-couturier-
si_1799273_1575563.html
330
331. SOURCES_ HELLO_H5
Contenus de lʼexpo :
http://blog.modandwa.com/tm-a-gaite-lyrique/#!
prettyPhoto
Hello TM par H5, une communication de marque à la
Gaîté Lyrique
video RosaPark :
https://www.youtube.com/watch?v=CW-pJlDpKbY
BRAND STORY_RICHARD CORDINER
h t t p : / / f r. s l i d e s h a r e . n e t / d u c k o f d o o m / m a r t i n - w i e g e l - h o w -
to-fail-from-golden-drum-2012
"
331