{"id":2526,"date":"2018-02-20T11:25:00","date_gmt":"2018-02-20T10:25:00","guid":{"rendered":"https:\/\/madras-editing.com\/?p=2526"},"modified":"2020-06-22T18:13:29","modified_gmt":"2020-06-22T16:13:29","slug":"2526","status":"publish","type":"post","link":"https:\/\/madras-editing.com\/web\/2018\/02\/2526\/","title":{"rendered":"\u00ab\u00a0Keep Calm, on vous dit tout \u00ae\u00a0\u00bb bouscule les id\u00e9es re\u00e7ues sur la communication des marques"},"content":{"rendered":"<p style=\"text-align: justify;\"><\/p>\r\n<p style=\"text-align: justify;\"><strong>En partenariat avec le cabinet <a href=\"http:\/\/www.cdesetudesetduconseil.fr\">CdesEtudesetduConseil<\/a>, nous avons men\u00e9 une \u00e9tude<\/strong><strong>\u00a0d\u00e9di\u00e9e \u00e0 la perception de la communication des marques par les Fran\u00e7ais. Le premier num\u00e9ro de\u00a0<a href=\"https:\/\/madras-editing.com\/keep-calm\/\">\u00ab\u00a0Keep Calm, on vous dit tout <sup>\u00ae<\/sup>\u00a0\u00bb<\/a> vient bousculer un certain nombre d\u2019id\u00e9es re\u00e7ues dans ce domaine. <\/strong><\/p>\r\n<p style=\"text-align: justify;\">\u00ab\u00a0Keep Calm, on vous dit tout <sup>\u00ae<\/sup>\u00a0\u00bb, c&rsquo;est la premi\u00e8re offre de contenu de marque qui bat en\u00a0br\u00e8che les id\u00e9es toutes faites sur un secteur d&rsquo;activit\u00e9 ou une profession. Pour accompagner son lancement, nous avons souhait\u00e9 mettre un coup de projecteur sur notre domaine d&rsquo;activit\u00e9 : la communication des marques.\u00a0A l\u2019heure o\u00f9 l\u2019on parle de brand content ou encore de marketing de contenu, il nous paraissait essentiel d&rsquo;\u00e9valuer la compr\u00e9hension de ces formats de communication par leurs cibles. Nous avons men\u00e9 une \u00e9tude sur un \u00e9chantillon de 500 personnes de 18 ans et plus, repr\u00e9sentatif de la population fran\u00e7aise, \u00e0 l&rsquo;automne 2017.<\/p>\r\n<p style=\"text-align: justify;\">Articul\u00e9e autour d\u2019une dizaine de questions, cette premi\u00e8re parution r\u00e9v\u00e8le, par exemple, que 67\u00a0% des Fran\u00e7aise et des Fran\u00e7ais assimilent encore la \u00ab\u00a0communication des marques\u00a0\u00bb \u00e0 de la <em>\u00ab\u00a0publicit\u00e9\u00a0\u00bb.\u00a0<\/em>Pour autant, un quart de la population consid\u00e8re que la \u00ab\u00a0communication des marques g\u00e9n\u00e8re des effets positifs sur la soci\u00e9t\u00e9\u00a0\u00bb.\u00a0Il semblerait que la croissance des contenus de marque diffus\u00e9s aupr\u00e8s du grand public n\u2019est pas (ou pas encore\u00a0?) per\u00e7ue comme \u00e9tant porteuse d\u2019un changement de paradigme&#8230;<\/p>\r\nNous mettons l&rsquo;ensemble des r\u00e9sultats \u00e0 disposition <a href=\"https:\/\/fr.calameo.com\/read\/005467297ff03f78faca2?authid=vxsd7rv0OLTk\">ici<\/a>, afin que\u00a0celles et ceux qui con\u00e7oivent et mettent en \u0153uvre la communication de marque,\u00a0chez l\u2019annonceur comme en agence, y trouvent des \u00e9clairages utiles.","protected":false},"excerpt":{"rendered":"<p>En partenariat avec le cabinet CdesEtudesetduConseil, nous avons men\u00e9 une \u00e9tude\u00a0d\u00e9di\u00e9e \u00e0 la perception de la communication des marques par les Fran\u00e7ais. Le premier num\u00e9ro de\u00a0\u00ab\u00a0Keep Calm, on vous dit tout \u00ae\u00a0\u00bb vient bousculer un certain nombre d\u2019id\u00e9es re\u00e7ues dans ce domaine. \u00ab\u00a0Keep Calm, on&#8230;<\/p>\n","protected":false},"author":10,"featured_media":2519,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[20,27,30],"tags":[],"class_list":["post-2526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-print","category-la-vie-de-l-agence","category-conseil-editorial"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00ab\u00a0Keep Calm, on vous dit tout \u00ae\u00a0\u00bb bouscule les id\u00e9es re\u00e7ues sur la communication des marques - Madras Editing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madras-editing.com\/web\/2018\/02\/2526\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00ab\u00a0Keep Calm, on vous dit tout \u00ae\u00a0\u00bb bouscule les id\u00e9es re\u00e7ues sur la communication des marques - Madras Editing\" \/>\n<meta property=\"og:description\" content=\"En partenariat avec le cabinet CdesEtudesetduConseil, nous avons men\u00e9 une \u00e9tude\u00a0d\u00e9di\u00e9e \u00e0 la perception de la communication des marques par les Fran\u00e7ais. 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