{"id":25259,"date":"2016-12-06T08:24:39","date_gmt":"2016-12-06T08:24:39","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25259"},"modified":"2016-12-06T08:24:39","modified_gmt":"2016-12-06T08:24:39","slug":"stephane-billiet-100-pages-ca-suffit","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/stephane-billiet-100-pages-ca-suffit\/","title":{"rendered":"St\u00e9phane Billiet : 100 pages, \u00e7a suffit !"},"content":{"rendered":"

Mon ami St\u00e9phane Billiet<\/strong>, Pr\u00e9sident de We agency, explique que la distance entre image et r\u00e9putation fait le lit de la crise dans Marketing : 100 pages, \u00e7a suffit !<\/strong><\/p>\n

Trop de professionnels du marketing et de la communication confondent encore image et r\u00e9putation. Sans doute par paresse intellectuelle car si l\u2019image et la r\u00e9putation sont bien toutes deux des repr\u00e9sentations mentales, elles diff\u00e8rent dans leur principe, dans leur dynamique et dans leurs leviers d\u2019activation. Ce n\u2019est d\u2019ailleurs pas fortuit si le Graal des deux derni\u00e8res d\u00e9cennies du 20e si\u00e8cle, \u00ab\u00a0l\u2019image de marque\u00a0\u00bb, s\u2019est fait doubler par l\u2019e-r\u00e9putation, terme apparu avec l\u2019explosion du web social au seuil des ann\u00e9es 2000.<\/p>\n

Faire le distinguo entre image et r\u00e9putation est une chose, les appr\u00e9hender isol\u00e9ment en est une autre\u00a0! C\u2019est m\u00eame prendre un gros risque tant ces deux actifs immat\u00e9riels ont partie li\u00e9e, tant image et r\u00e9putation vont de pair, font syst\u00e8me, se valident r\u00e9ciproquement. Au fond, une mauvaise image et une faible r\u00e9putation sont sans doute moins probl\u00e9matiques, en soi, que la contradiction per\u00e7ue entre ces deux polarit\u00e9s cens\u00e9ment coh\u00e9rentes.<\/p>\n

\"stephane-billiet\"<\/a>De fait, le risque d\u2019opinion s\u2019amplifie lorsque l\u2019\u00e9cart se creuse entre l\u2019une et l\u2019autre de ces deux dimensions. Cette tension est l\u2019un des signaux faibles de la crise car rien n\u2019est plus risqu\u00e9 pour une marque, une institution, une personnalit\u00e9, que la dissonance entre son image et sa r\u00e9putation. Les exemples abondent.<\/p>\n

Ainsi, d\u2019apr\u00e8s l\u2019enqu\u00eate de l’institut Harris qui \u00e9tablit chaque ann\u00e9e le classement des \u00ab\u00a0100 marques les plus visibles\u00a0\u00bb sur le march\u00e9 am\u00e9ricain, Apple dont l\u2019image reste belle, a perdu la partie en termes de r\u00e9putation face \u00e0 Samsung en 2015.<\/p>\n

Sur un autre terrain, l\u2019association L214 qui d\u00e9nonce la maltraitance animale a sugg\u00e9r\u00e9 une incoh\u00e9rence entre image et r\u00e9putation pour faire plier Michel & Augustin. Pour \u00e9viter la crise, les \u00ab\u00a0trublions du go\u00fbt\u00a0\u00bb ont d\u00fb renoncer \u00e0 fabriquer leur fameuse mousse au chocolat avec des \u0153ufs de poules \u00e9lev\u00e9es en batterie et revoir leurs approvisionnements dans un sens plus conforme \u00e0 leur positionnement. Fort habilement, l\u2019ONG avait su pointer du doigt le d\u00e9calage entre l\u2019image bon enfant de la marque et la r\u00e9alit\u00e9 des pratiques de l\u2019entreprise.<\/p>\n

L\u2019ar\u00e8ne politique prouve aussi que la distance entre image et r\u00e9putation peut \u00eatre fatale. N\u2019est-ce pas pr\u00e9cis\u00e9ment dans ce pi\u00e8ge qu\u2019est tomb\u00e9 le flamboyant Boris Johnson dont le d\u00e9sistement de la course \u00e0 la succession de David Cameron a \u00e9t\u00e9 la seule issue\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"

Mon ami St\u00e9phane Billiet, Pr\u00e9sident de We agency, explique que la distance entre image et r\u00e9putation fait le lit de la crise dans Marketing : 100 pages, \u00e7a suffit ! Trop de professionnels du marketing et de la communication confondent encore image et r\u00e9putation. Sans…<\/p>\n","protected":false},"author":2,"featured_media":25260,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[234,161,233,232],"yoast_head":"\nSt\u00e9phane Billiet : 100 pages, \u00e7a suffit ! - 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\/stephane-billiet-100-pages-ca-suffit\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"St\u00e9phane Billiet : 100 pages, \u00e7a suffit ! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Mon ami St\u00e9phane Billiet, Pr\u00e9sident de We agency, explique que la distance entre image et r\u00e9putation fait le lit de la crise dans Marketing : 100 pages, \u00e7a suffit ! 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