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With the election of Emmanuel Macron as president of France, the perception of the world of this nation has changed completely. It blows an air of change in the air. Finally, it seems that everything is possible in a nation where success is not often very well understood. At least, it's governed by complex codes that do not want you to succeed too much or too fast. This election gives the impression that France will finally take on its full dimension as a nation and one of the main engines of Europe. The age and dynamism of Emmanuel Macron would let us believe that France is a start-up with very high growth potential. And that in five years she would go to the "unicorn" stage. We are not unaware that the concept of brand derives its value from its irrational/emotional aspect even if the brand is driven by the best product. In the person of Emmanuel Macron, France has found a weighty ambassador, that is, the physical materialization of his emotional values. The char

Avec l'élection d'Emmanuel Macron à la présidence de la France, la perception qu'avait le monde de cette nation a totalement changée. Il souffle comme un air de changement. On dirait enfin que tout est possible dans une nation ou le succès n'est pas souvent très bien compris. Du moins, il est régit par des codes complexes qui voudraient que l'on ne réussisse pas trop ou trop vite dirait-on. Cette élection donne l'impression que la France va enfin, prendre toute sa dimension en tant que nation et l'un des principales moteurs de l'Europe. L'age et le dynamisme d'Emmanuel Macron nous laisserait croire que la France est une start-up à très fort potentiel de croissance. Et que d'ici à cinq ans elle passerait au stade de "licorne". Nous sommes sans ignorer que la notion de marque tire sa valeur de son aspect irrationnel/émotionnel quand bien même,  la marque est portée par le meilleur produit qui soit. En la personne d'Emmanue

Branding can be a complex exercise when operating in the banking industry. Generally, when a company doesn't offer a tangible product, the notion of brand for it is difficult to exercise.Why, because it is directly related to the person providing the service to the consumer. The concept of brand in the banking industry therefore requires two fundamental aspects more than in any other industry : Brand building  Brand integration   Why brand building on the one hand?  No matter what market you operate on, your products/services will not stand out if there is no emotional connection between your product/service and the consumer. The only entity that can create a direct link between the consumer's unconscious and the product you put on the market is the brand. Maybe we should start by defining what a brand is? After many reflections and consumer studies, we have put together a definition that is unique to the notion of brand. For us, a  brand is the se