{"id":24785,"date":"2014-02-09T22:41:00","date_gmt":"2014-02-09T22:41:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2014\/02\/09\/du-branding-a-l-e-branding-rencontre-avec-un-mythologue-2994063.html"},"modified":"2014-02-09T22:41:00","modified_gmt":"2014-02-09T22:41:00","slug":"du-branding-a-le-branding-rencontre-avec-un-mythologue","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/du-branding-a-le-branding-rencontre-avec-un-mythologue\/","title":{"rendered":"Du branding \u00e0 l\u2019e-branding : rencontre avec un mythologue."},"content":{"rendered":"<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Georges Lewi<\/strong>, mythologue, sp\u00e9cialiste des marques, se penche sur les e-brands et publie&nbsp;: <em>E-branding. Strat\u00e9gies de marque sur internet<\/em>.<\/span><\/p>\n<p style=\"text-align: center;\">&nbsp;<a href=\"http:\/\/www.amazon.fr\/branding-Strat%C3%A9gies-marque-sur-Internet-ebook\/dp\/B00GBXLNKQ\" target=\"_blank\"><img loading=\"lazy\" id=\"media-783183\" style=\"margin: 0.7em 0;\" title=\"\" src=\"https:\/\/i0.wp.com\/marketingisdead.blogspirit.com\/media\/02\/00\/1326704163.jpg?resize=237%2C237\" alt=\"e-branding.jpg\" width=\"237\" height=\"237\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Marketingisdead<\/strong>&nbsp;<strong>: <\/strong><em>Tu es le sp\u00e9cialiste du branding&nbsp;: l\u2019e-branding est si diff\u00e9rent qu\u2019il m\u00e9ritait un livre \u00e0 part&nbsp;?<\/em><\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Georges Lewi&nbsp;:<\/strong> Tout ou presque est boulevers\u00e9. L\u2019e-branding n\u2019est pas seulement une nouvelle fa\u00e7on de parler du branding, c\u2019est admettre 3 bouleversements&nbsp; majeurs :<\/span><\/p>\n<ul>\n<li><span style=\"font-family: verdana,geneva; font-size: small;\">L\u2019e-branding est devenu <span style=\"text-decoration: underline;\">Le<\/span> branding<em>.<\/em> Interrog\u00e9s sur leurs marques connues et pr\u00e9f\u00e9r\u00e9es, les consommateurs placent en premi\u00e8res des E-brands, des marques de l\u2019internet, souvent des \u00ab&nbsp;pure players&nbsp;\u00bb, n\u00e9es il y a une d\u00e9cennie. Les <em>\u00ab&nbsp;old brands&nbsp;\u00bb<\/em> encens\u00e9es encore dans les ann\u00e9es 2000, n\u2019apparaissent m\u00eame plus.<\/span><\/li>\n<li><span style=\"font-family: verdana,geneva; font-size: small;\">La marque est, \u00e0 nouveau, comme au d\u00e9but du marketing, supplant\u00e9 par le produit.&nbsp; Le r\u00e8gne de la comparaison r\u00e9appara\u00eet, \u00e0 commencer, par les comparateurs de prix \u2026 dans tous les secteurs. On dit que ce sont les seuls gagnants du net \u2026 Comme si un si\u00e8cle de branding semblait effac\u00e9. Dur retour aux basics&nbsp;!<\/span><\/li>\n<li><span style=\"font-family: verdana,geneva; font-size: small;\">Les marques les plus notoires ne sont pas les toujours les mieux r\u00e9f\u00e9renc\u00e9es. Inscrire le nom d\u2019une marque <em>\u00ab&nbsp;traditionnelle&nbsp;\u00bb<\/em> dans une recherche Google n\u2019aboutit pas n\u00e9cessairement sur le site de la marque dans les premi\u00e8res pages \u2026 Maintenir son statut de <em>\u00ab&nbsp;brand&nbsp;\u00bb<\/em>, de marque imm\u00e9diatement identifi\u00e9e &nbsp;dans le monde impitoyable de l\u2019E-branding &nbsp;et de la blogosph\u00e8re tient de la gageure.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Marketingisdead<\/strong>&nbsp;<strong>: <\/strong><em>Dans La souverainet\u00e9 num\u00e9rique, Pierre Bellanger \u00e9crit&nbsp;: \u00ab&nbsp;La marque \u00e0 l\u2019\u00e2ge de l\u2019Internet est un r\u00e9seau social transactionnel&nbsp;\u00bb&nbsp;: une bonne d\u00e9finition&nbsp;?<\/em><\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Georges Lewi&nbsp;:<\/strong> Absolument pas. Cette d\u00e9finition rejoint une confusion g\u00e9n\u00e9ralement admise qu\u2019il n\u2019y a pas d\u2019\u00e9metteur sur le net et que chacun est \u00e0 la fois r\u00e9cepteur, \u00e9metteur et pr\u00e9conisateur. Dans le domaine des id\u00e9es, on peut envisager cette <em>\u00ab&nbsp;Wiki-logique&nbsp;\u00bb<\/em> \u00e0 la Wikipedia. Mais, pour un mythologue, l\u2019\u00e9change des id\u00e9es a toujours \u00e9t\u00e9 fluide, partag\u00e9, gratuit comme l\u2019est, encore aujourd\u2019hui &nbsp;l\u2019acc\u00e8s aux articles des publications scientifiques.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">Mais ce n\u2019est pas le cas dans le domaine transactionnel, c\u2019est-\u00e0-dire commercial, &nbsp;o\u00f9 il y a toujours un <em>\u00ab&nbsp;proposeur&nbsp;\u00bb<\/em> et des consommateurs potentiels. Simplement, les <em>\u00ab&nbsp;proposeurs&nbsp;\u00bb<\/em>ont rejoint une e-brand, e-Bay, Le Bon Coin \u2026 comme les agriculteurs se retrouvent sur le march\u00e9 de la ville.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><em>\u00ab&nbsp;Les gens viennent au march\u00e9 d\u2019abord, avant d\u2019aller chez leur&nbsp; producteur&nbsp;\u00bb<\/em>. La marque sur Internet, l\u2019e-brand, n\u2019est pas un r\u00e9seau social transactionnel, mais bien une marque qui a ses valeurs, un storytelling, une identit\u00e9, et qui va chercher \u00e0 d\u00e9velopper une repr\u00e9sentation diff\u00e9renciante par rapport aux autres e-brands du m\u00eame secteur.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Marketingisdead<\/strong>&nbsp;<strong>: <\/strong><em>\u00ab&nbsp;Gagner en notori\u00e9t\u00e9 n\u2019est pas gagner en cr\u00e9dibilit\u00e9&nbsp;\u00bb, \u00e9cris-tu&nbsp;: mais ce n\u2019est pas nouveau&nbsp;; n\u2019est-ce pas plut\u00f4t les voies de la cr\u00e9dibilit\u00e9 qui ont chang\u00e9&nbsp;?<\/em><\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Georges Lewi&nbsp;:<\/strong> Les publicitaires (et certains annonceurs)&nbsp; se focalisent sur le buzz cr\u00e9\u00e9 par une action de <em>\u00ab&nbsp;brand content&nbsp;\u00bb<\/em>, sur le nombre de clicks, sur la notori\u00e9t\u00e9. Mais le net est avant tout le monde des preuves.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">Imaginons une avenue des marques o\u00f9 toutes les marques du monde seraient pr\u00e9sentes, c\u00f4te \u00e0 c\u00f4te, sans m\u00eame qu\u2019on est mal aux pieds en allant de l\u2019une \u00e0 l\u2019autre, qu\u2019est ce qui ferait la diff\u00e9rence&nbsp;? C\u2019est la question \u00e0 se poser.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">La notori\u00e9t\u00e9 pour une infime partie, la vitrine d\u00e9j\u00e0 plus s\u00fbrement, le prix, les preuves apport\u00e9es dans le point de vente que l\u2019histoire qu\u2019on vous raconte est bien r\u00e9elle \u2026 Ce n\u2019est pas nouveau de le dire mais sur le net, ce n\u2019est plus une affirmation mais une constatation.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">Entre deux magasins dans une avenue, le consommateur, fatigu\u00e9, ira peut-\u00eatre, de guerre lasse, au plus notoire. Sur la toile, il n\u2019est pas fatigu\u00e9 et va pouvoir <em>\u00ab&nbsp;surfer&nbsp;\u00bb<\/em> beaucoup plus longtemps. Pour choisir un voyage, beaucoup conc\u00e8dent y avoir pass\u00e9 plus de cinq heures \u2026 La notori\u00e9t\u00e9 n\u2019est alors qu\u2019un param\u00e8tre parmi d\u2019autres.<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><em>Facebook constitue aujourd\u2019hui une belle marque \u2026 comme Myspace ou Second Life il n\u2019y a pas si longtemps&nbsp;: les nouvelles e-brands ne sont-elles pas extr\u00eamement fragiles&nbsp;?<\/em><\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\"><strong>Georges Lewi&nbsp;:<\/strong> On parle d\u00e9sormais <em>\u00ab&nbsp;d\u2019ann\u00e9es chien&nbsp;\u00bb.<\/em> 1 an d\u2019aujourd\u2019hui vaut 7 ans d\u2019hier. Cette <em>\u00ab&nbsp;g\u00e9n\u00e9ration Bovary&nbsp;\u00bb<\/em>, (la g\u00e9n\u00e9ration Z qui a grandi avec les r\u00e9seaux sociaux) vit dans fluide continu d\u2019informations et d\u2019interrelations.&nbsp; En 2 ans <em>\u00ab&nbsp;d\u2019ann\u00e9es chiens&nbsp;\u00bb<\/em> elle a <em>\u00ab&nbsp;fait le tour d\u2019une g\u00e9n\u00e9ration de jadis&nbsp;\u00bb.<\/em><\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">Comme 8% des marques disparaissait avant d\u2019avoir atteint le cycle d\u2019une premi\u00e8re g\u00e9n\u00e9ration, c\u2019est dor\u00e9navant en 2 ou 3 ans que cela se joue, se gagne ou se perd. La m\u00e9moire humaine est ainsi faite qu\u2019elle chasse ce qui l\u2019encombre ou ce dont elle n\u2019a plus besoin. That\u2019s e-brands life&nbsp;!<\/span><\/p>\n<p><span style=\"font-family: verdana,geneva; font-size: small;\">Mais comme pour les toutes les marques, le meilleur moyen, pour une e-brand de conserver toutes ses chances de survivre au tsunami de la notori\u00e9t\u00e9, est d\u2019avoir su construire un storytelling efficace, fond\u00e9 sur un mythe \u00e9ternel. On peut oublier la marque, mais on n\u2019oublie pas le mythe&nbsp;!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Georges Lewi, mythologue, sp\u00e9cialiste des marques, se penche sur les e-brands et publie&nbsp;: E-branding. Strat\u00e9gies de marque sur internet. &nbsp; Marketingisdead&nbsp;: Tu es le sp\u00e9cialiste du branding&nbsp;: l\u2019e-branding est si diff\u00e9rent qu\u2019il m\u00e9ritait un livre \u00e0 part&nbsp;? Georges Lewi&nbsp;: Tout ou presque est boulevers\u00e9. L\u2019e-branding&#8230;<\/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":[150],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Du branding \u00e0 l\u2019e-branding : rencontre avec un mythologue. - 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\/du-branding-a-le-branding-rencontre-avec-un-mythologue\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Du branding \u00e0 l\u2019e-branding : rencontre avec un mythologue. - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Georges Lewi, mythologue, sp\u00e9cialiste des marques, se penche sur les e-brands et publie&nbsp;: E-branding. 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