{"id":24714,"date":"2008-11-17T07:38:00","date_gmt":"2008-11-17T07:38:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2008\/11\/09\/reputation-ou-image-de-marque-suite.html"},"modified":"2008-11-17T07:38:00","modified_gmt":"2008-11-17T07:38:00","slug":"reputation-ou-image-de-marque-suite-2","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/reputation-ou-image-de-marque-suite-2\/","title":{"rendered":"R\u00e9putation ou image de marque (suite) ?"},"content":{"rendered":"

\"RevueArticle paru dans la Revue des Marques<\/b> #64<\/i> – suite du post du 10\/11\/2008<\/i>.<\/p>\n

De l\u2019image \u00e0 la r\u00e9putation<\/b><\/p>\n

Alors pourquoi r\u00e9introduire aujourd\u2019hui en marketing une notion de r\u00e9putation doucement disparue tandis que s\u2019installait au fil des ans une communication publicitaire efficace ?<\/p>\n

Parce que sont d\u00e9sormais r\u00e9apparues les conditions de son existence.<\/p>\n

Face \u00e0 la verticalit\u00e9 de la communication publicitaire \u2013 la marque parle en majest\u00e9 \u00e0 des t\u00e9l\u00e9spectateurs qui n\u2019ont d\u2019autre choix que \u2026 d\u2019\u00e9couter \u2013 rena\u00eet une communication horizontale, de pair \u00e0 pair \u2026 comme au bon vieux temps de la place publique ou du caf\u00e9 du commerce !<\/p>\n

Pour simplifier, si la publicit\u00e9 c\u2019est le monologue d\u2019une marque qui ne parle que d\u2019elle-m\u00eame, la r\u00e9putation se construit du discours d\u2019une multitude d\u2019inconnus, clients et non clients.<\/p>\n

Et ce que le gigantisme des villes modernes et la globalisation industrielle avaient r\u00e9ussi \u00e0 effacer en un si\u00e8cle de marketing triomphant, la toile d\u00e9sormais le permet \u00e0 nouveau : un constant dialogue entre consommateurs sur les produits et les marques \u2026 mais aussi sur les producteurs.<\/p>\n

Le Web \u2013 le Web 2.0 \u2013 est devenue une gigantesque ruche o\u00f9 tout un chacun peut librement s\u2019exprimer sur son blog ou sur un forum, laisser un avis sur un site marchand, poser une question sur un r\u00e9seau social, r\u00e9diger un article sur Wikip\u00e9dia, etc. Sur tout, sur rien \u2026 et donc \u00e9galement sur ce qui se vend et s\u2019ach\u00e8te.<\/p>\n

Premi\u00e8re diff\u00e9rence entre image et r\u00e9putation : dans ce dernier cas, l\u2019entreprise ne ma\u00eetrise rien \u2013 pas plus que son agence de communication, d\u2019ailleurs !<\/p>\n

Ainsi quand Unilever<\/i> lance Signal Soin Fra\u00eecheur<\/i>, \u00ab\u00a0premier dentifrice au monde \u00e0 utiliser la technologie brevet\u00e9e appel\u00e9e \u00ab\u00a0Core&Core\u00a0\u00bb [qui] procure ainsi une sensation de fra\u00eecheur extr\u00eame \u2026 \u00ab\u00a0<\/i>, le concurrent de Procter & Gamble<\/i> peaufine une communication o\u00f9 l\u2019obtention du label Produits de l\u2019Ann\u00e9e<\/a> figure en bonne place.<\/p>\n

\u00c7a, c\u2019est de l\u2019image de marque \u2026<\/p>\n

Et qu\u2019en pensent les consommateurs ?<\/p>\n

\u00ab\u00a0Bon, Ok, un dentifrice sert avant tout \u00e0 se laver les dents, mais moi, je veux aussi qu’il me laisse une haleine fra\u00eeche : avec ce nouveau Signal, c’est rat\u00e9\u00a0\u00bb<\/i>.<\/p>\n

Ou : \u00ab\u00a0Pour le dentifrice, l’aspect est plut\u00f4t bizarre, g\u00e9latineux, beurk ! Quand on le met sur la brosse, il a plut\u00f4t tendance a se barrer dans l’\u00e9vier en glissant, ce qui n’est pas du tout pratique, le go\u00fbt est plus un go\u00fbt de m\u00e9dicament que de dentifrice \u2026\u00a0\u00bb<\/i>.<\/p>\n

Voil\u00e0 ce qu\u2019ils en disent sur Ciao<\/a> ; d\u2019autres pr\u00e9f\u00e9rerons laisser un avis sur certains sites marchands comme Amazon<\/a>, qui commercialise Windows Vista<\/i> : \u00ab\u00a0C\u00f4t\u00e9 innovations, je n’ai pas trouv\u00e9 grand chose qui vaille vraiment la peine d’investir autant d’argent pour l’instant\u00a0\u00bb<\/i>.<\/p>\n

Ou : \u00ab\u00a0A pour \u00eatre joli c’est joli mais mon imprimante HP est incompatible, un comble quand mon PC est HP aussi, mon Windows Media Center gr\u00e2ce auquel mes images \u00e9taient plus belles que sur ma t\u00e9l\u00e9, pas compatible \u2026\u00a0\u00bb<\/i><\/p>\n

Seconde diff\u00e9rence entre image et r\u00e9putation : la fin de la dissociation produit \/ producteur.<\/p>\n

Ainsi, Nike n\u2019est plus seulement des chaussures de sport, c\u2019est aussi un fabriquant qui sous-traite dans les pays \u00e9mergents : \u00ab\u00a0Pour \u00e9viter qu\u2019une usine de sous-traitance ne fabrique un nombre de chaussures plus important que le nombre command\u00e9 pour les \u00e9couler sur le march\u00e9 noir, Nike fait fabriquer les pieds gauches dans un pays et les pieds droits dans un autre pays.<\/i><\/p>\n

\u00ab\u00a0Des fois que les ouvriers de leurs usines aient envie de porter des Nike que leurs salaires ne leur permettent pas de s\u2019acheter ils ne pourraient chausser qu\u2019un seul pied\u00a0\u00bb<\/i>, nous livre oPhidiTe<\/a>. Et nettement plus virulent<\/a> : \u00ab\u00a0Boycottons Nike, Boycottons les t\u00e9l\u00e9s \u00e9cran plat fabriqu\u00e9s en Chine, boycottons les chemises, T Shirts, godasses fabriqu\u00e9es essentiellement l\u00e0-bas !\u00a0\u00bb<\/i><\/p>\n

A suivre (lundi 24 Novembre) …<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

Article paru dans la Revue des Marques #64 – suite du post du 10\/11\/2008. De l\u2019image \u00e0 la r\u00e9putation Alors pourquoi r\u00e9introduire aujourd\u2019hui en marketing une notion de r\u00e9putation doucement disparue tandis que s\u2019installait au fil des ans une communication publicitaire efficace ? Parce que…<\/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":[142],"tags":[],"yoast_head":"\nR\u00e9putation ou image de marque (suite) ? - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/reputation-ou-image-de-marque-suite-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9putation ou image de marque (suite) ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Article paru dans la Revue des Marques #64 – suite du post du 10\/11\/2008. 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D\u00e9j\u00e0, et c\u2019est un pr\u00e9alable important, \u00eatre \"r\u00e9ellement\" quelqu\u2019un de pr\u00e9sentable, de recommandable : apr\u00e8s avoir peaufin\u00e9 pendant des\u2026","rel":"","context":"Dans "Articles, publications"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24711,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/le-contrat-de-marque-a-lere-post-post-moderniste\/","url_meta":{"origin":24714,"position":2},"title":"Le contrat de marque \u00e0 l’\u00e8re post post moderniste","date":"17 septembre 2010","format":false,"excerpt":"Annonceurs et agences s'interrogent - questionnant sans rel\u00e2che leurs experts\u00a0: la crise risque-t-elle de durablement fragiliser les marques\u00a0? Les optimistes affirmeront haut et fort que, crise ou non, les consommateurs auront toujours besoin de rep\u00e8res - et donc de marques fortes. 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