Expert: Pascale Kauffman, Apollo Strategists
Workshop - Communication, Marketing & Vente
jeudi 17.09.2015
Branding: top-down or bottom-up?
Historically, branding builders adopted a top down approach, pushed their well-thought convictions through a series of marketing and communication channels to market targets. Processes and convictions have changed: today branding is more and more a bottom-up process, trying to evolve through the impact of fast moving influencers outside the corporate structure of an organisation. But does it work?
Niveau : Expert - Intermediate
Objectifs
- Learn how branding changed over the years and see how top-down driven companies still try to convince
- Take an analytic view at alternative models playing on authenticity
- Discuss the usefulness of branding in a fast evolving market environment
Important
Les participants à nos événements sont informés du fait qu’ils sont susceptibles de figurer sur des photographies prises lors de l’événement. Celles-ci sont destinées à être publiées dans les supports écrits ou numériques édités par Maison Moderne.
ORATEURS
- Pascale Kauffman
- Apollo Strategists
- Pascale Kauffman
- Apollo Strategists