{"id":4822,"date":"2011-10-06T08:57:40","date_gmt":"2011-10-06T06:57:40","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2011\/10\/06\/brand-content-rconcilier-le-consommateur-avec-la-marque\/"},"modified":"2021-03-06T19:50:03","modified_gmt":"2021-03-06T18:50:03","slug":"brand-content-rconcilier-le-consommateur-avec-la-marque","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/10\/06\/brand-content-rconcilier-le-consommateur-avec-la-marque\/","title":{"rendered":"brand content : r\u00e9concilier le consommateur avec la marque"},"content":{"rendered":"<p><strong>Le Brand content est un moyen de r\u00e9concilier les Fran\u00e7ais avec la publicit\u00e9<\/strong><\/p>\n<h2>Du Brand Content \u00e0 la Brand Culture<\/h2>\n<p>Le brand content permet \u00e0 une marque \u00e0 faire vivre sa marque au travers d\u2019un contenu propre. Internet permet de faire beaucoup plus de contenu avec plus de simplicit\u00e9 et d\u2019\u00e9chapper au traditionnel spot de 30 secondes, a d\u00e9clar\u00e9 Natalie Rastoin, DG d\u2019Ogilvy France.\u00a0 Le Brand Content est un bon moyen, a ajout\u00e9 Mme Rastoin, de s\u2019adresser \u201c\u00e0 la personne sur 2 qui d\u00e9teste la publicit\u00e9\u201d.<\/p>\n<p>Natalie Rastoin a montr\u00e9 un exemple d\u2019IBM mont\u00e9 en partenariat avec Lemonde.fr(<span class=\"removed_link\" title=\"http:\/\/www.planete-plus-intelligente.lemonde.fr\/paroles-d-ibmers\/\">paroles d\u2019IBMers<\/span>) qui donne la parole aux employ\u00e9s du g\u00e9ant informatique am\u00e9ricain et de Louis Vuitton qui ont montr\u00e9 tous les 2 des r\u00e9sultats int\u00e9ressants, voire sup\u00e9rieurs \u00e0 des sites Web \u00e0 tr\u00e8s grande.<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/10\/image.png\"><img decoding=\"async\" class=\"alignnone\" style=\"background-image: none; padding-left: 0; padding-right: 0; display: block; float: none; margin-left: auto; margin-right: auto; padding-top: 0; border: 0;\" title=\"image\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/10\/image_thumb.png\" alt=\"Brand COntent\" width=\"644\" height=\"142\" border=\"0\" \/><\/a>Il y a aussi quelques r\u00e8gles pour le bon brand content a ajout\u00e9 Mme Rastoin. Il faut s\u2019adresser aux personnes et non aux consommateurs, ne pas coller son logo sur toutes pages, s\u2019inscrire dans la dur\u00e9e et ne pas faire une \u201ccampagne\u201d et d\u00e9cliner son contenu sur une multiplicit\u00e9 de contenus. Il faut \u00e9galement inclure une phase d\u2019amor\u00e7age \u2026<\/p>\n<p>Au final, a-t-elle conclu la Directrice G\u00e9n\u00e9rale d\u2019Ogilvy, dans la plus pure tradition du fondateur de l\u2019agence de publicit\u00e9 qu\u2019elle repr\u00e9sente, est de cr\u00e9er la passion et faire passer la marque derri\u00e8re, comme instigateur de la passion.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Brand content est un moyen de r\u00e9concilier les Fran\u00e7ais avec la publicit\u00e9 Du Brand Content \u00e0 la Brand Culture Le brand content permet \u00e0 une marque \u00e0 faire vivre sa marque au travers d\u2019un contenu propre. Internet permet de faire beaucoup plus de contenu avec plus de simplicit\u00e9 et d\u2019\u00e9chapper au traditionnel spot de &hellip;<\/p>\n","protected":false},"author":2,"featured_media":18235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-4822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>brand content : r\u00e9concilier le consommateur avec la marque Brand Culture<\/title>\n<meta name=\"description\" content=\"Le brand content permet \u00e0 une marque \u00e0 faire vivre sa marque au travers d\u2019un contenu propre. 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