{"id":24763,"date":"2012-04-09T18:18:00","date_gmt":"2012-04-09T18:18:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2012\/04\/09\/marketing-brand-values-index.html"},"modified":"2012-04-09T18:18:00","modified_gmt":"2012-04-09T18:18:00","slug":"marketing-brand-values-index","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/","title":{"rendered":"Marketing Brand Values Index"},"content":{"rendered":"

\"DSC00213.JPG\"Il y a quelques jours, lors d\u2019une r\u00e9union exceptionnelle du Club CommunicationS & Marketing<\/em> de l\u2019Adetem<\/strong>, Thierry Wellhoff, Pr\u00e9sident de Wellcom<\/strong>, pr\u00e9sentait la premi\u00e8re \u00e9dition du Marketing Brand Values Index<\/strong>, \u00e9tude r\u00e9alis\u00e9e en partenariat avec l\u2019Adetem<\/em>, l\u2019Uda<\/em>, l\u2019Escp Europe<\/em> et La Revue des Marques<\/em> : voir ici<\/span><\/a>.<\/span><\/span><\/p>\n

Etude r\u00e9alis\u00e9e sous la conduite d\u2019un Comit\u00e9 d\u2019Experts \u2013 qui se trouvent \u00eatre de vieux amis (je pr\u00e9cise que je ne suis pour rien dans la constitution du dit comit\u00e9) : Marie-Claude Sicard<\/em>, auteur de nombreux ouvrages sur la marque et professeur au Celsa, Jean Watin-Augouard<\/em>, r\u00e9dacteur en chef de la Revue des Marques, Benoit Heilbrunn<\/em>, Professeur au d\u00e9partement Marketing d\u2019ESCP Europe, Thierry Wellhoff<\/em> \u2026 et moi-m\u00eame<\/span><\/p>\n

Que dire de ce Marketing Brand Values Index<\/em>, sans paraphraser ? <\/span><\/p>\n

Ce qui me frappe le plus \u00e0 sa lecture, c\u2019est la banalit\u00e9 des valeurs souvent revendiqu\u00e9es par les professionnels du marketing : la premi\u00e8re \u00e0 l\u2019\u00eatre par 27% des r\u00e9pondants est la qualit\u00e9\u2026 comme si l\u2019on pouvait imaginer qu\u2019une entreprise puisse aujourd\u2019hui pr\u00e9tendre commercialiser des produits de mauvaise qualit\u00e9 !<\/span><\/p>\n

Dans l\u2019alimentaire, la qualit\u00e9 devance le go\u00fbt et la tradition : ne nous \u00e9tonnons pas de d\u00e9ambuler dans nos hypermarch\u00e9s devant des lin\u00e9aires sans fin de produits plus authentiques les uns que les autres. Comment distinguer un fromage, un yaourt, un paquet de spaghettis d\u2019un autre \u2013 prix \u00e9gal s\u2019entend : m\u00eame label AOC, m\u00eame moulage \u00e0 la louche, m\u00eame recette de grand maman, etc. ?<\/span><\/p>\n

Plus une marque incarnera qualit\u00e9 et tradition, plus ses produits co\u00fbteront chers : quel fatalisme pour un consommateur au pouvoir d\u2019achat en berne ! L\u2019innovation arrive en 7\u00e8me position et la diff\u00e9renciation n\u2019appara\u00eet m\u00eame pas : s\u2019il souhaite d\u00e9couvrir de nouvelles saveurs, mieux lui vaudra se tourner vers des marques exotiques\u2026 c\u2019est-\u00e0-dire finalement vers une autre forme d\u2019authenticit\u00e9 !<\/span><\/p>\n

L\u2019innovation montre tr\u00e8s logiquement le bout de son nez l\u00e0 o\u00f9 on l\u2019attend le plus : dans le secteur des nouvelles technologies. L\u00e0 o\u00f9 d\u2019ailleurs les consommateurs se d\u00e9clarent souvent satur\u00e9s : \u00e0 peine ont-ils investi dans un superbe smartphone, un t\u00e9l\u00e9viseur dernier cri, une somptueuse tablette (dont ils ne discernent pas encore n\u00e9cessairement l\u2019utilit\u00e9) que les voil\u00e0 aussit\u00f4t obsol\u00e8tes, d\u00e9pass\u00e9s par un \u00e9cran 3D ou un terminal plus puissant\u2026<\/span><\/p>\n

C\u2019est d\u2019autant plus \u00e9trange que peu de constructeurs, parmi ceux qui revendiquent l\u2019innovation technologique, ne la ma\u00eetrisent r\u00e9ellement. Prenez le secteur de l\u2019audio vid\u00e9o : depuis bien longtemps, les marques majeures travaillent pour partie sous licence de leurs concurrents directs, parce qu\u2019aucune d\u2019entre elles ne dispose de l\u2019int\u00e9gralit\u00e9 des brevets n\u00e9cessaires \u00e0 la mise sur le march\u00e9 de produits performants ; en d\u2019autres termes, l\u2019innovation technologique se r\u00e9v\u00e8le plus une valeur partag\u00e9e (tr\u00e8s concr\u00e8tement) qu\u2019un r\u00e9el vecteur de diff\u00e9renciation.<\/span><\/p>\n

Inutile de passer tous les secteurs en revue : tout le monde se r\u00e9clame massivement des valeurs \u00e9l\u00e9mentaires de son activit\u00e9, et c\u2019est logique puisque pour les marketers, les valeurs d\u2019une marque, c\u2019est un peu son ADN.<\/span><\/p>\n

Son ADN ? Pour eux, les valeurs apparaissent \u00e9trangement fig\u00e9es, puisque l\u2019ADN, c\u2019est justement ce qui fait qu\u2019un individu demeure le m\u00eame, de sa naissance \u00e0 son dernier jour : en ancrant leurs marques dans la qualit\u00e9, la tradition, les marketers de l\u2019alimentaire reconnaissent de facto qu\u2019elles sont mortelles \u2013 puisque leur ADN les emp\u00eache d\u2019\u00e9voluer, de s\u2019adapter aux nouveaux d\u00e9sirs, aux nouvelles attentes des consommateurs.<\/span><\/p>\n

Des consommateurs qui, eux, \u00e9voluent, changent sans cesse, et de plus en plus vite.<\/span><\/p>\n

A la fin des ann\u00e9es 90, tous les fabricants de baladeurs mp3 se battaient \u00e0 coups d\u2019avanc\u00e9es technologiques, mettant en avant des caract\u00e9ristiques qu\u2019aucun client potentiel ne comprenait vraiment, lorsque qu\u2019en 2011, Apple<\/em> lan\u00e7a un appareil qui n\u2019\u00e9tait ni le plus puissant, ni le plus performant du march\u00e9\u2026 mais dont l\u2019ergonomie le rendait unique : pour la premi\u00e8re fois dans l\u2019histoire du High Tech, une marque issue de l\u2019informatique battait celles issues du monde audiovisuel sur leur propre terrain (n\u2019oublions pas, notamment, que la licence mp3 appartenait \u00e0 Thomson<\/em>).<\/span><\/p>\n

On pourrait \u00e9galement \u00e9voquer Dacia<\/em>, une marque dont ses propri\u00e9taires n\u2019attendaient pas un si grand succ\u00e8s en France et en Europe de l\u2019Ouest : certainement ses valeurs ne correspondaient-elles pas \u00e0 celles du secteur automobile dans ses pays\u2026 d\u2019o\u00f9 un succ\u00e8s inesp\u00e9r\u00e9.<\/span><\/p>\n

Pour conclure, le principal enseignement \u2013 pour moi \u2013 de cette \u00e9tude, se situe l\u00e0 : une marque \u2013 pour r\u00e9ussir, surtout en ces p\u00e9riodes difficiles \u2013 ne doit pas se reposer sur les valeurs de son domaine d\u2019activit\u00e9 ; bien au contraire, elle doit \u00eatre capable de les bouleverser pour mieux les r\u00e9nover.<\/span><\/p>\n

Les valeurs d\u2019une marque ne constituent un r\u00e9el capital que si on s\u2019emploie \u00e0 l\u2019enrichir constamment\u2026 sans se contenter de se reposer dessus.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Il y a quelques jours, lors d\u2019une r\u00e9union exceptionnelle du Club CommunicationS & Marketing de l\u2019Adetem, Thierry Wellhoff, Pr\u00e9sident de Wellcom, pr\u00e9sentait la premi\u00e8re \u00e9dition du Marketing Brand Values Index, \u00e9tude r\u00e9alis\u00e9e en partenariat avec l\u2019Adetem, l\u2019Uda, l\u2019Escp Europe et La Revue des Marques :…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[148],"tags":[],"yoast_head":"\nMarketing Brand Values Index - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Brand Values Index - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Il y a quelques jours, lors d\u2019une r\u00e9union exceptionnelle du Club CommunicationS & Marketing de l\u2019Adetem, Thierry Wellhoff, Pr\u00e9sident de Wellcom, pr\u00e9sentait la premi\u00e8re \u00e9dition du Marketing Brand Values Index, \u00e9tude r\u00e9alis\u00e9e en partenariat avec l\u2019Adetem, l\u2019Uda, l\u2019Escp Europe et La Revue des Marques :...\" \/>\n<meta property=\"og:url\" content=\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2012-04-09T18:18:00+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/marketingisdead.blogspirit.com\/media\/02\/01\/237315472.JPG\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marketing is Dead\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"http:\/\/marketingisdead.blogspirit.com\/media\/02\/01\/237315472.JPG\",\"contentUrl\":\"http:\/\/marketingisdead.blogspirit.com\/media\/02\/01\/237315472.JPG\"},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/#webpage\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/marketing-brand-values-index\/\",\"name\":\"Marketing Brand Values Index - 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