{"id":7968,"date":"2013-03-27T06:39:23","date_gmt":"2013-03-27T06:39:23","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=7968"},"modified":"2024-05-02T07:17:17","modified_gmt":"2024-05-02T05:17:17","slug":"la-fnac-mythe-vivant-ou-survivance-du-passe","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/03\/27\/la-fnac-mythe-vivant-ou-survivance-du-passe\/","title":{"rendered":"La FNAC est-elle un mythe vivant ou la survivance du pass\u00e9 ?"},"content":{"rendered":"

La FNAC est un mythe vivant, mais elle pourrait bien aussi dispara\u00eetre. Dans cet article, Beno\u00eft Meyronin de l\u2019\u00e9cole de Management de Grenoble<\/a> parle d\u2019une enseigne ch\u00e8re \u00e0 tous ceux qui ont fait leurs \u00e9tudes dans les ann\u00e9es 80 (en \u00e9conomisant pour s\u2019acheter leur cha\u00eene Hifi, vous vous souvenez, ce \u201cmachin\u201d qui servait \u00e0 \u00e9couter de la musique avant l\u2019invention du lecteur mp3, au temps o\u00f9 les m\u00e9lomanes avaient des oreilles. Ceux-l\u00e0 d\u00e9tiennent encore aujourd\u2019hui \u2013 de fa\u00e7on un peu f\u00e9tichiste \u2013 une carte d\u2019abonn\u00e9 de la FNAC<\/span>. A l\u2019heure du ROBO\/ROPO (Lire le compte-rendu de la pr\u00e9sentation de Bruno Vercelli ici<\/a> et celle de ma pr\u00e9sentation sur le u-commerce l\u2019an dernier l\u00e0<\/a>) on a la sensation, en accord avec le long d\u00e9veloppement de Beno\u00eet Meychenin, que la FNAC est pass\u00e9e \u00e0 c\u00f4t\u00e9 de quelque chose.<\/em><\/p>\n

La FNAC est-elle un mythe vivant ou la survivance du pass\u00e9 ?<\/h2>\n
\"La
La FNAC est un mythe pour tous les \u00e9tudiants des ann\u00e9es 80, mais pourra-t-elle leur survivre quand ils auront disparu ?<\/figcaption><\/figure>\n

<\/p>\n

Et pourtant ! L\u2019esprit de la FNAC, apport\u00e9 par un de ses cr\u00e9ateurs, Philippe Mondan<\/span> (avec qui j\u2019ai eu la chance de m\u2019entretenir l\u2019an dernier chez KEA partners), et am\u00e9lior\u00e9 dans l\u2019enseigne Extrapole<\/span> (vous vous souvenez, il y a d\u00e9j\u00e0 20 ans ?!) qui avait m\u00eame rachet\u00e9 cette ic\u00f4ne de la librairie ind\u00e9pendante qu\u2019est le Fur\u00eat du Nord<\/span> (le vrai, l\u2019unique, celui de Lille, que j\u2019ai connu dans ma jeunesse) n\u2019a pas non plus surv\u00e9cu \u00e0 la d\u00e9ferlante. <\/span><\/em><\/p>\n

En l\u2019occurence, Extrapole n\u2019a pas pu prolonger sa vie apr\u00e8s une s\u00e9rie investissements rat\u00e9s en Pologne, et fut rachet\u00e9 par \u2026 Virgin<\/a>. Virgin, et l\u00e0 nous bouclons la boucle, ferme enfin son magasin des Champs en Janvier 2013 \u201caccul\u00e9 par Internet\u201d si on en croit L\u2019Expansion<\/a>. <\/span><\/em><\/p>\n

On peut donc en d\u00e9duire avec certitude qu\u2019avoir de bonnes id\u00e9es ne suffit pas, et peut-\u00eatre que la FNAC, loin d\u2019\u00eatre un mythe vivant n\u2019est qu\u2019une survivance d\u2019un pass\u00e9. Certes \u2026 un pass\u00e9 dont je suis moi-m\u00eame nostalgique. Un jour peut-\u00eatre encadrerai-je ma carte d\u2019abonn\u00e9 de la FNAC pour me souvenir des bons moments d\u2019antan. <\/span><\/em><\/p>\n

Voir cet article de Beno\u00eet Meyronin<\/em><\/p>\n

[\u2026]<\/p>\n

La Fnac n\u2019est pas une marque, c\u2019est un mythe<\/strong><\/p>\n

La Fnac aurait pu figurer dans le c\u00e9l\u00e8bre ouvrage de Roland Barthes, Mythologies. Pourquoi ? Parce qu\u2019elle n\u2019est PAS une marque mais bel et bien, au m\u00eame titre que le TGV, un \u00e9l\u00e9ment du patrimoine fran\u00e7ais de la seconde moiti\u00e9 du 20\u00e8me si\u00e8cle. Un symbole de la d\u00e9mocratisation culturelle. On peut juger la part du mythe quelque peu \u00e9corn\u00e9 par le comportement de certains vendeurs (oui, parfois, ils ne sont pas \u00e0 la hauteur de nos attentes, c\u2019est vrai\u2026 mais connaissez-vous une enseigne pour qui ce n\u2019est jamais le cas ? Moi non).<\/p>\n

Malgr\u00e9 des d\u00e9ceptions in\u00e9vitables et une frilosit\u00e9 bien compr\u00e9hensive depuis quelques ann\u00e9es, la marque reste belle, puissante, \u00e9vocatrice\u2026<\/p>\n

La Fnac, une marque \u00ab g\u00e9n\u00e9rationnelle \u00bb : Je me souviens\u2026<\/p>\n

Comme les fraises Tagada, comme la DS pour les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes, et bien d\u2019autres marques encore, la Fnac reste associ\u00e9e pour moi \u00e0 une \u00e9poque, aux ann\u00e9es 80 en l\u2019occurrence, quand la mont\u00e9e en puissance du CD et la hifi reine me conduisaient dans les rayons de la Fnac de la rue de Rennes \u00e0 Paris ou, \u00e0 la fin des ann\u00e9es 80, de celle de Clermont-Ferrand o\u00f9 j\u2019\u00e9tais \u00e9tudiant. Je me souviens des \u00ab imports \u00bb, ces disques introuvables de la BBC ou d\u2019ailleurs que l\u2019on ne pouvait trouver que l\u00e0, le saint Graal\u2026<\/p>\n

La Fnac, c\u2019est une marque puissamment g\u00e9n\u00e9rationnelle pour toutes celles et tous ceux qu\u2019elle aura accompagn\u00e9s durant ces belles d\u00e9cennies d\u2019avant l\u2019\u00e8re de l\u2019Internet, quand subitement tout s\u2019est d\u00e9r\u00e9gl\u00e9.<\/p>\n

Avec un tel \u00ab capital de marque \u00bb, comment la Fnac a-t-elle pu se laisser aller, ne pas mobiliser ses adh\u00e9rents autour d\u2019elle, ne pas jouer plus activement de l\u2019effet communautaire quand tout le monde n\u2019a plus que ce mot \u00e0 la bouche ? Incompr\u00e9hensible pour moi\u2026<\/p>\n

[\u2026]<\/p>\n

via FNAC, mon amour\u2026 | Cultures Services<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

La FNAC est un mythe vivant, mais elle pourrait bien aussi dispara\u00eetre. Dans cet article, Beno\u00eft Meyronin de l\u2019\u00e9cole de Management de Grenoble parle d\u2019une enseigne ch\u00e8re \u00e0 tous ceux qui ont fait leurs \u00e9tudes dans les ann\u00e9es 80 (en \u00e9conomisant pour s\u2019acheter leur cha\u00eene Hifi, vous vous souvenez, ce \u201cmachin\u201d qui servait \u00e0 \u00e9couter …<\/p>\n","protected":false},"author":2,"featured_media":7970,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2808],"tags":[],"class_list":["post-7968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation-digitale"],"yoast_head":"\nLa FNAC est-elle un mythe vivant ou la survivance du pass\u00e9 ?<\/title>\n<meta name=\"description\" content=\"La FNAC est certs un mythe vivant, mais elle pourrait bien aussi dispara\u00eetre.\u00a0Dans\u00a0cet article,\u00a0Beno\u00eft Meyronin de GEM parle de ce sujet...\" \/>\n<meta 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Gourvennec","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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