{"id":5027,"date":"2011-10-27T09:56:54","date_gmt":"2011-10-27T07:56:54","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=5027"},"modified":"2022-07-05T08:33:48","modified_gmt":"2022-07-05T06:33:48","slug":"coca-cola","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/10\/27\/coca-cola\/","title":{"rendered":"Logo : la cellule souche des marques ! L&rsquo;exemple Coca Cola"},"content":{"rendered":"<p>L&rsquo;exemple de Coca Cola nous le montre, le logo pourrait en quelque sorte se d\u00e9finir comme la cellule souche d&rsquo;une marque. De la m\u00eame mani\u00e8re, les &lsquo;codes couleurs&rsquo; d&rsquo;un produit incarnent son identit\u00e9 et garantissent sa reconnaissance en lin\u00e9aire&#8230; Et pourtant il semblerait que ces fondamentaux soient remis en questions : d\u00e9monstration avec Coca!<\/p>\n<h2>Logo : la cellule souche des marques ! L&rsquo;exemple Coca Cola<\/h2>\n<figure id=\"attachment_17387\" aria-describedby=\"caption-attachment-17387\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-17387 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/03\/nyy1-e1591723962650.jpg\" alt=\"Logo : la cellule souche des marques ! L'exemple Coca Cola\" width=\"519\" height=\"344\" \/><figcaption id=\"caption-attachment-17387\" class=\"wp-caption-text\">Logo : la cellule souche des marques ! L&rsquo;exemple Coca Cola<\/figcaption><\/figure>\n<p><!--more--><\/p>\n<h3>Coca Cola devient blanc pour mieux adh\u00e9rer \u00e0 la cause des ours polaires d\u00e9fendue par l&rsquo;association WWF.<\/h3>\n<p><a href=\"https:\/\/web.archive.org\/web\/20140617125442\/http:\/\/www.brandchannel.com:80\/home\/post\/2011\/10\/25\/Coca-Cola-Polar-Bear-White-Cans-102511.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Channel nous informe<\/a> que du 1er Novembre 2011 \u00e0 F\u00e9vrier 2012 le rouge embl\u00e9matique de Coca deviendra blanc (au Canada et aux EU) : 1,4 Milliard de canettes adopteront les couleurs de l&rsquo;Arctique et seront porteuses d&rsquo;un code permettant d&rsquo;effectuer un don de 1$ via SMS. L&rsquo;Ours Polaire est en effet li\u00e9 \u00e0 la marque de par des campagnes publicitaires phares de la marque comme en t\u00e9moigne la vid\u00e9o ci-dessous :<\/p>\n<p><iframe title=\"Coca-Cola Arctic Home Campaign\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/8nkU6g42Eug?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<ul>\n<li>Ce n&rsquo;est cependant pas la premi\u00e8re fois que Coca change ses codes : en Australie la marque permettait de personnaliser la canette \u00e0 son nom (dans la limite d&rsquo;une liste de 150 noms les plus populaires) : cette op\u00e9ration a d&rsquo;ailleurs fait l&rsquo;objet d&rsquo;une<span class=\"removed_link\" title=\"http:\/\/www.facebook.com\/CocaColaAustralia#!\/CocaColaAustralia?sk=app_161596147260366\"> application facebook<\/span>. <a href=\"https:\/\/web.archive.org\/web\/20150115110641\/http:\/\/www.brandchannel.com:80\/home\/post\/2011\/10\/03\/Coca-Cola-Australia-Share-a-Coke.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Plus de d\u00e9tails dans l&rsquo;article de Brand Channel.<\/a><\/li>\n<\/ul>\n<p>En r\u00e9sum\u00e9, les fondamentaux des codes d&rsquo;une marque ne sont pas immuables : ils doivent \u00e9voluer en faveur d&rsquo;une cause ou de la complicit\u00e9 que la marque souhaite cultiver avec le consommateur.<\/p>\n<p>L&rsquo;enjeu demeure avant tout que le logo soit le reflet des valeurs et principes de la marque. S&rsquo;il n&rsquo;est pas compris par le consommateur, la sanction sera imm\u00e9diate sur les r\u00e9seaux sociaux : Starbuck Coffee, Gap ou encore Malabar pourraient en t\u00e9moigner! Alors, peu importe\u00a0la forme\u00a0pourvu qu&rsquo;on ait le fond!<\/p>\n<p>Pour poursuivre la discussion, suivre ces liens :<\/p>\n<ul>\n<li><span class=\"removed_link\" title=\"http:\/\/www.promoaffinity.com\/2008\/10\/quand-les-marqu.html\">Quand les M&amp;M&rsquo;s deviennent roses pour se mobiliser pour la pr\u00e9vention du cancer du sein<\/span><\/li>\n<li><span class=\"removed_link\" title=\"http:\/\/www.promoaffinity.com\/2011\/07\/soda-summer-et-checkin.html\">Coca Cola et le CheckIn<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;exemple de Coca Cola nous le montre, le logo pourrait en quelque sorte se d\u00e9finir comme la cellule souche d&rsquo;une marque. De la m\u00eame mani\u00e8re, les &lsquo;codes couleurs&rsquo; d&rsquo;un produit incarnent son identit\u00e9 et garantissent sa reconnaissance en lin\u00e9aire&#8230; Et pourtant il semblerait que ces fondamentaux soient remis en questions : d\u00e9monstration avec Coca! Logo &hellip;<\/p>\n","protected":false},"author":6,"featured_media":34063,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-5027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Logo : la cellule souche des marques ! 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