{"id":29979,"date":"2024-03-08T15:49:32","date_gmt":"2024-03-08T14:49:32","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=29979"},"modified":"2024-05-17T13:27:02","modified_gmt":"2024-05-17T11:27:02","slug":"architecture-de-marque-grandir-au-rythme-de-la-strategie","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/architecture-de-marque-grandir-au-rythme-de-la-strategie\/","title":{"rendered":"Architecture de marque : grandir au rythme de la strat\u00e9gie"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"29979\" class=\"elementor elementor-29979\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1551df4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1551df4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ceed6b1\" data-id=\"ceed6b1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e6f51a elementor-widget elementor-widget-text-editor\" data-id=\"4e6f51a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dans un monde caract\u00e9ris\u00e9 par un rythme effr\u00e9n\u00e9, o\u00f9 les changements sont permanents et les innovations technologiques de plus en plus surprenantes, <strong>les organisations font face \u00e0 d&#8217;\u00e9normes d\u00e9fis<\/strong>. L&#8217;\u00e9mergence de nouvelles g\u00e9n\u00e9rations de consommateurs, avec des besoins et des comportements diff\u00e9rents, <strong>confronte les entreprises \u00e0 des sc\u00e9narios sans pr\u00e9c\u00e9dent, g\u00e9n\u00e9rant du stress et la n\u00e9cessit\u00e9 d&#8217;une adaptation constante<\/strong>.<\/p><p>Face \u00e0 ces d\u00e9fis, les organisations s&#8217;interrogent profond\u00e9ment sur leur avenir.<strong> Il est de plus en plus n\u00e9cessaire d&#8217;imaginer un d\u00e9veloppement durable et rentable<\/strong> qui puisse guider les entreprises \u00e0 travers les incertitudes d&#8217;un march\u00e9 en constante \u00e9volution. En effet, plus la gamme de produits et de services s&#8217;\u00e9largit, plus la marque devient complexe et difficile \u00e0 g\u00e9rer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c29d98a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c29d98a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fe9b7da\" data-id=\"fe9b7da\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34ba3c0 elementor-widget elementor-widget-heading\" data-id=\"34ba3c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ L'IMPORTANCE DE L'ARCHITECTURE DE MARQUE\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ecb381 elementor-widget elementor-widget-text-editor\" data-id=\"2ecb381\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: var( --e-global-color-2eab6da );font-family: var( --e-global-typography-83e548f-font-family ), Sans-serif;font-size: var( --e-global-typography-83e548f-font-size );font-weight: var( --e-global-typography-83e548f-font-weight );letter-spacing: var( --e-global-typography-83e548f-letter-spacing )\">Dans ce contexte, une discipline technique et strat\u00e9gique telle que l&#8217;architecture de marque joue un r\u00f4le cl\u00e9. <strong>La d\u00e9finition ou l&#8217;\u00e9volution d&#8217;une architecture de marque n&#8217;est pas seulement une question de marketing, mais devient un \u00e9l\u00e9ment cl\u00e9 de la strat\u00e9gie d&#8217;entreprise \u00e0 long terme<\/strong>. En tant qu&#8217;experts en strat\u00e9gie de marque, nous travaillons quotidiennement avec des start-ups \u00e9mergentes et de grandes soci\u00e9t\u00e9s. <strong>Notre objectif est de construire ensemble un avenir clair et visionnaire<\/strong>, <strong>capable d&#8217;interpr\u00e9ter et d&#8217;anticiper les tendances du march\u00e9<\/strong>.<\/span><\/p><p>Avant de vous pr\u00e9senter quelques-unes de nos \u00e9tudes de cas, il est utile d&#8217;aborder les principaux mod\u00e8les d&#8217;architecture de marque.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d028077 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d028077\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-76c2efd\" data-id=\"76c2efd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8260dc1 elementor-widget elementor-widget-heading\" data-id=\"8260dc1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Branded House. L'unit\u00e9 fait la force<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-17e8141 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"17e8141\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-98a1e69\" data-id=\"98a1e69\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fe6ab40 elementor-widget elementor-widget-text-editor\" data-id=\"fe6ab40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dans le mod\u00e8le de la &#8220;<strong>Branded House<\/strong>&#8220;, l&#8217;organisation utilise une seule marque, qui se d\u00e9cline en diff\u00e9rents descripteurs pour identifier l&#8217;ensemble de ses produits ou services. Cette approche offre une coh\u00e9rence et une facilit\u00e9 de gestion de la marque, renforce la reconnaissance de la marque principale et permet des \u00e9conomies d&#8217;\u00e9chelle en termes de marketing et de communication.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-72bfd83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"72bfd83\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-73e7e84\" data-id=\"73e7e84\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e07243 elementor-widget elementor-widget-image\" data-id=\"5e07243\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"700\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-1400x700.jpg\" class=\"attachment-large size-large wp-image-29943\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-1400x700.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-1120x560.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-520x260.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-768x384.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-1536x768.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-01-scaled-1-2048x1024.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a4412f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a4412f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-39c8636\" data-id=\"39c8636\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f991ac0 elementor-widget elementor-widget-text-editor\" data-id=\"f991ac0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div>Quelques <strong>avantages<\/strong> et <strong>inconv\u00e9nients<\/strong> de cette approche :<\/div><ul><li><p><span style=\"color: #fb3e50\"><b>Communication<\/b><\/span><br \/><strong>AVANTAGE<\/strong> : La possibilit\u00e9 d&#8217;exploiter l&#8217;image et la notori\u00e9t\u00e9 de la marque principale ; des co\u00fbts de communication moins \u00e9lev\u00e9s<br \/><strong>INCONV\u00c9NIENT<\/strong> : le risque d&#8217;atteinte \u00e0 la r\u00e9putation d&#8217;une sous-marque pourrait s&#8217;\u00e9tendre \u00e0 la marque principale<\/p><\/li><li><p><span style=\"color: #fb3e50\"><b>Commercial<\/b><\/span><br \/><strong>AVANTAGE<\/strong> : elle permet de g\u00e9n\u00e9rer des \u00e9conomies d&#8217;\u00e9chelle, gr\u00e2ce aux efforts \u00e9conomiques concentr\u00e9s sur une seule marque<br \/><strong>INCONV\u00c9NIENT<\/strong> : l&#8217;acquisition de nouvelles marques n\u00e9cessite un rebranding et la perte de valeur de la marque existante<\/p><\/li><li><p><span style=\"font-family: var( --e-global-typography-83e548f-font-family ), Sans-serif;font-size: var( --e-global-typography-83e548f-font-size );letter-spacing: var( --e-global-typography-83e548f-letter-spacing );font-weight: bold\"><span style=\"color: #fb3e50\">Culture interne<br \/><\/span><\/span><strong>AVANTAGE<\/strong> : un fort sentiment d&#8217;appartenance \u00e0 la marque chez les employ\u00e9s ; l&#8217;existence d&#8217;une marque forte facilite l&#8217;attraction des talents<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-187722e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"187722e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4f00ded\" data-id=\"4f00ded\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a66cc8d elementor-widget elementor-widget-heading\" data-id=\"a66cc8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">House of Brands. La force de la multiplicit\u00e9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d28f4f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2d28f4f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2d41727\" data-id=\"2d41727\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83559e3 elementor-widget elementor-widget-text-editor\" data-id=\"83559e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En revanche, dans le mod\u00e8le &#8220;<strong>House of Brands<\/strong>&#8220;, l&#8217;organisation exploite une gamme de marques totalement ind\u00e9pendantes. Cela permet une plus grande <strong>flexibilit\u00e9 dans le positionnement de chaque marque, une meilleure segmentation du march\u00e9<\/strong> <strong>et la possibilit\u00e9 de s&#8217;adresser \u00e0 des publics diff\u00e9rents<\/strong> sans brouiller l&#8217;identit\u00e9 de chaque marque.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3fca503 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3fca503\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-184ab11\" data-id=\"184ab11\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-849d47a elementor-widget elementor-widget-image\" data-id=\"849d47a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"700\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-1400x700.jpg\" class=\"attachment-large size-large wp-image-29945\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-1400x700.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-1120x560.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-520x260.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-768x384.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-1536x768.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-02-scaled-1-2048x1024.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7e01e9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7e01e9d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d3c1e18\" data-id=\"d3c1e18\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a9854e9 elementor-widget elementor-widget-text-editor\" data-id=\"a9854e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div>Quelques <strong>avantages<\/strong> et <strong>inconv\u00e9nients<\/strong> de cette approche :<\/div><ul><li><p><span style=\"color: #fb3e50\"><b>Communication<\/b><\/span><br \/><strong>AVANTAGE<\/strong> : libert\u00e9 et autonomie dans l&#8217;adoption de strat\u00e9gies de communication personnalis\u00e9es<br \/><strong>INCONV\u00c9NIENT<\/strong> : risque de perdre la coh\u00e9rence dans le r\u00e9cit du groupe, dont les messages varient pour chaque sous-marque<\/p><\/li><li><p><span style=\"color: #fb3e50\"><b>Commercial<\/b><\/span><br \/><strong>AVANTAGE<\/strong> : plus grande diversification des opportunit\u00e9s d&#8217;affaires et d&#8217;investissement<br \/><strong>INCONV\u00c9NIENT<\/strong> : manque de reconnaissance du groupe\/de la marque principale ; efforts organisationnels et \u00e9conomiques plus importants<\/p><\/li><li><p><span style=\"font-family: var( --e-global-typography-83e548f-font-family ), Sans-serif;font-size: var( --e-global-typography-83e548f-font-size );letter-spacing: var( --e-global-typography-83e548f-letter-spacing );font-weight: bold\"><span style=\"color: #fb3e50\">Culture interne<br \/><\/span><\/span><strong>AVANTAGE<\/strong> : chaque sous-marque peut d\u00e9velopper une culture interne distincte<br \/><strong>INCONV\u00c9NIENT<\/strong> : le sentiment d&#8217;appartenance au groupe demande plus d&#8217;efforts ; le partage des valeurs et des bonnes pratiques doit trouver un plus petit d\u00e9nominateur commun<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7da41f6 elementor-widget elementor-widget-image\" data-id=\"7da41f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"303\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-1400x303.jpg\" class=\"attachment-large size-large wp-image-29947\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-1400x303.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-1120x242.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-520x113.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-768x166.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-1536x332.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-insight-brand-architecture-3-scaled-1-2048x443.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55de8c5 elementor-widget elementor-widget-text-editor\" data-id=\"55de8c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00c9tant donn\u00e9 que chaque marque se caract\u00e9rise par des structures uniques et donc des r\u00e9actions distinctes au changement, les deux mod\u00e8les susmentionn\u00e9s <strong>ne fournissent pas toujours des solutions ad\u00e9quates<\/strong>. Il existe donc une zone o\u00f9 l&#8217;architecture de marque propose diff\u00e9rents mod\u00e8les, tels que le mod\u00e8le &#8220;<strong>Hybride<\/strong>&#8221; ou le mod\u00e8le &#8220;<strong>Endorsed<\/strong>&#8220;.<\/p><p>Et c&#8217;est l\u00e0 que, d&#8217;apr\u00e8s notre exp\u00e9rience, se concentrent la plupart des doutes et des r\u00e9flexions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-463f16b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"463f16b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c756420\" data-id=\"c756420\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ca2ee83 elementor-widget elementor-widget-heading\" data-id=\"ca2ee83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Mais quand la d\u00e9finition strat\u00e9gique d'une architecture de marque devient-elle fondamentale ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a5ed6d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a5ed6d4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5182be8\" data-id=\"5182be8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-07ae0a1 elementor-widget elementor-widget-heading\" data-id=\"07ae0a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ nos \u00e9tudes de cas<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-023c814 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"023c814\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-efcc762\" data-id=\"efcc762\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-379726f elementor-widget-mobile__width-initial elementor-widget elementor-widget-heading\" data-id=\"379726f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FUSIONS &amp; ACQUISITIONS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb7c88d elementor-widget elementor-widget-heading\" data-id=\"fb7c88d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">LE CAS DE JOIVY<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-568edb1\" data-id=\"568edb1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-720a8e6 elementor-widget-tablet__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"720a8e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00c0 la suite de l&#8217;acquisition d&#8217;Altido, ChezNestor et Open, DoveVivo a d\u00e9cid\u00e9 d&#8217;unifier les diff\u00e9rents op\u00e9rateurs sous une m\u00eame marque : <a href=\"https:\/\/cba-design.com\/france\/realisations\/joivy-quand-vous-avez-besoin-de-place\/\">Joivy<\/a>. Cette union, guid\u00e9e par notre conseil strat\u00e9gique, a n\u00e9cessit\u00e9 une transition progressive : une premi\u00e8re \u00e9tape a vu la conservation des marques acquises par la juxtaposition d&#8217;un endorsement &#8220;par Joivy&#8221; (&#8220;Endorsed Brands&#8221;), pour arriver ensuite \u00e0 la fusion compl\u00e8te et \u00e0 l&#8217;abandon d\u00e9finitif des r\u00e9alit\u00e9s ant\u00e9rieures, au profit d&#8217;une seule marque internationale de solutions de vie.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-acbd4c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"acbd4c1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-5b6f9cb\" data-id=\"5b6f9cb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6574e9e elementor-widget elementor-widget-image\" data-id=\"6574e9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"700\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-1400x700.jpg\" class=\"attachment-large size-large wp-image-29949\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-1400x700.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-1120x560.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-520x260.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-768x384.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-1536x768.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-05-scaled-1-2048x1024.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-d68c5fd\" data-id=\"d68c5fd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-78778fd elementor-widget elementor-widget-image\" data-id=\"78778fd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"887\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04-1400x887.webp\" class=\"attachment-large size-large wp-image-29951\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04-1400x887.webp 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04-1120x710.webp 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04-520x330.webp 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04-768x487.webp 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-04.webp 1420w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e8f413c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e8f413c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4867d70\" data-id=\"4867d70\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40244f1 elementor-widget elementor-widget-text-editor\" data-id=\"40244f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Nous avons ensuite d\u00fb effectuer une seconde plong\u00e9e approfondie avec le client, pour cr\u00e9er la division interne de courtage immobilier de Joivy.<\/p><p>Le lancement de la nouvelle marque et de sa division Investissements a \u00e9t\u00e9 planifi\u00e9 simultan\u00e9ment. Il \u00e9tait donc essentiel de<strong> maintenir un lien visuel fort entre les deux r\u00e9alit\u00e9s<\/strong>. Cela nous a amen\u00e9s \u00e0 appliquer un mod\u00e8le de &#8220;Branded House&#8221; pour Joivy, en maintenant une forte coh\u00e9rence visuelle, afin de permettre \u00e0 l&#8217;entreprise de cr\u00e9er une notori\u00e9t\u00e9 efficace et de consolider son capital.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-739824b\" data-id=\"739824b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a2eafb1 elementor-widget elementor-widget-image\" data-id=\"a2eafb1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-1400x933.jpg\" class=\"attachment-large size-large wp-image-29953\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-1400x933.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-1120x747.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-520x347.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-768x512.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-1536x1024.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-06-2048x1365.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d5aedba elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d5aedba\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6dcadcd\" data-id=\"6dcadcd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-50f44a6\" data-id=\"50f44a6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ac850b6 elementor-widget elementor-widget-heading\" data-id=\"ac850b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">OUVERTURE \u00c0 DE NOUVEAUX DOMAINES D'ACTIVIT\u00c9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-28fa708 elementor-widget elementor-widget-heading\" data-id=\"28fa708\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">LE CAS DE FABRICK ET LYNFA<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-57a9f5a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"57a9f5a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-98f79be\" data-id=\"98f79be\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-58e083c elementor-widget elementor-widget-text-editor\" data-id=\"58e083c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"color: var( --e-global-color-2eab6da );font-family: var( --e-global-typography-83e548f-font-family ), Sans-serif;font-size: var( --e-global-typography-83e548f-font-size );font-weight: var( --e-global-typography-83e548f-font-weight );letter-spacing: var( --e-global-typography-83e548f-letter-spacing )\">Ouverture, innovation, entreprise, croissance : ce sont les racines de valeur du groupe Sella, qui ont \u00e9t\u00e9 traduites et renouvel\u00e9es ces derni\u00e8res ann\u00e9es par la naissance de deux nouvelles entreprises : <a href=\"https:\/\/cba-design.com\/france\/realisations\/lynfa\/\">Lynfa<\/a>, la Corporate Academy et <a href=\"https:\/\/cba-design.com\/italy\/en\/work\/fabrick-shaping-finance-together\/\">Fabrick<\/a>, la plateforme bancaire ouverte.<\/span><\/p><p>Nous nous sommes demand\u00e9s avec eux <strong>quelles seraient les bonnes lignes directrices pour orienter le chemin de cr\u00e9ation de ces deux nouvelles marques<\/strong> : tendre vers une &#8220;<strong>Branded House<\/strong>&#8220;, en maintenant ainsi les \u00e9l\u00e9ments visuels et verbaux du Groupe, ou s&#8217;orienter vers un mod\u00e8le de &#8220;<strong>House of Brands<\/strong>&#8221; afin de valoriser leur ADN de valeurs et leur composante innovante de &#8220;rupture&#8221; ?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-64c5718 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"64c5718\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2264f7c\" data-id=\"2264f7c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-770b8d1 elementor-widget elementor-widget-image\" data-id=\"770b8d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"745\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-1400x745.png\" class=\"attachment-large size-large wp-image-29955\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-1400x745.png 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-1120x596.png 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-520x277.png 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-768x409.png 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-1536x817.png 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-07-2048x1090.png 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-82ca51a\" data-id=\"82ca51a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ad17762 elementor-widget elementor-widget-video\" data-id=\"ad17762\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-08.mp4\" autoplay=\"\" loop=\"\" muted=\"muted\" playsinline=\"\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a0e94aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a0e94aa\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-969ff23\" data-id=\"969ff23\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76a0b78 elementor-widget elementor-widget-text-editor\" data-id=\"76a0b78\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Dans les deux cas, le choix le plus courageux, celui de s&#8217;\u00e9loigner de la marque m\u00e8re, \u00e9tait \u00e9galement le plus strat\u00e9gique, car c&#8217;est celui qui a permis aux deux marques d&#8217;\u00eatre attractives et ouvertes aux nouveaux talents (Lynfa) et aux collaborations entre diff\u00e9rents acteurs financiers (Fabrick).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1df6703 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1df6703\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-24bb33a\" data-id=\"24bb33a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2089c65 elementor-widget elementor-widget-heading\" data-id=\"2089c65\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">EXPANSION &amp; SUPERPOSITION<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6803e4a elementor-widget elementor-widget-heading\" data-id=\"6803e4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">LE CAS DE GI GROUP<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-57db0d4\" data-id=\"57db0d4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-39add92 elementor-widget elementor-widget-text-editor\" data-id=\"39add92\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Depuis de nombreuses ann\u00e9es, nous sommes partenaires de <a href=\"https:\/\/cba-design.com\/italy\/en\/work\/gi-group-working-towards-constant-growth\/\">Gi Group<\/a>, une multinationale italienne qui op\u00e8re dans le secteur du march\u00e9 du travail. Nous avons vu cette r\u00e9alit\u00e9 grandir et s&#8217;\u00e9tendre, s&#8217;ouvrir \u00e0 de nouveaux march\u00e9s, acqu\u00e9rir de nouveaux acteurs et incuber de nouvelles r\u00e9alit\u00e9s. Avec cette \u00e9volution, la marque grand public Gi Group n&#8217;\u00e9tait plus en mesure de maintenir l&#8217;unit\u00e9 de tous ces acteurs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5c28f9a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5c28f9a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a8b65f7\" data-id=\"a8b65f7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b2611a1 elementor-widget elementor-widget-image\" data-id=\"b2611a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-1400x933.jpg\" class=\"attachment-large size-large wp-image-29963\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-1400x933.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-1120x747.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-520x347.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-768x512.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-1536x1024.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-09-2048x1365.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-565bff0\" data-id=\"565bff0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ff34cca elementor-widget elementor-widget-text-editor\" data-id=\"ff34cca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Il \u00e9tait n\u00e9cessaire de penser \u00e0 une architecture de marque de niveau sup\u00e9rieur, <strong>capable de jouer le r\u00f4le de garant pour tous les acteurs<\/strong>, <strong>de cr\u00e9er de l&#8217;ordre et d&#8217;\u00e9liminer ce chevauchement<\/strong> dans l&#8217;imagination collective entre la marque grand public et la soci\u00e9t\u00e9 m\u00e8re. Nous avons donc accompagn\u00e9 le client dans <strong>la d\u00e9finition du positionnement et de la plateforme strat\u00e9gique de Gi Group Holding<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-80ac59f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"80ac59f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-dad9d35\" data-id=\"dad9d35\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cbaa47e elementor-widget elementor-widget-text-editor\" data-id=\"cbaa47e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>C&#8217;est ainsi que l&#8217;endossement &#8220;Gi Group Holding&#8221; est r\u00e9alis\u00e9 au sein des diff\u00e9rents logos de l&#8217;entreprise.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-8dc3451\" data-id=\"8dc3451\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bafc00f elementor-widget elementor-widget-image\" data-id=\"bafc00f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"350\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-1400x350.jpg\" class=\"attachment-large size-large wp-image-29965\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-1400x350.jpg 1400w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-1120x280.jpg 1120w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-520x130.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-768x192.jpg 768w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-1536x384.jpg 1536w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2024\/03\/CBA-Insight-Brand-Architecture-10-scaled-1-2048x512.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-24b67c6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"24b67c6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a2a34e6\" data-id=\"a2a34e6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2e412f5 elementor-widget elementor-widget-heading\" data-id=\"2e412f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-heading-title elementor-size-default\">\/ Les fondations font la diff\u00e9rence<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a2532dc elementor-widget elementor-widget-text-editor\" data-id=\"a2532dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En conclusion, il est essentiel de souligner l&#8217;importance d&#8217;une architecture de marque en harmonie avec l&#8217;\u00e9volution et les ambitions de l&#8217;entreprise.<\/p><p>Cette d\u00e9cision strat\u00e9gique, cruciale pour le succ\u00e8s, est bas\u00e9e sur <strong>une \u00e9coute attentive et une compr\u00e9hension profonde des besoins de l&#8217;utilisateur<\/strong>, \u00e9l\u00e9ments cl\u00e9s de notre travail en tant qu&#8217;agence de branding. Une architecture de marque bien con\u00e7ue ne d\u00e9finit pas seulement l&#8217;identit\u00e9 externe, elle est aussi un <strong>outil interne d&#8217;alignement et de coh\u00e9sion<\/strong>.<\/p><p>Cette approche aligne les forces internes vers un objectif commun et clarifie la vision de l&#8217;entreprise pour toutes les parties prenantes, jetant ainsi les bases d&#8217;une croissance durable et du succ\u00e8s de chaque produit ou service. <strong>Dans un monde en constante \u00e9volution, une architecture de marque solide et adapt\u00e9e au march\u00e9 est un phare qui guide les entreprises vers un avenir prosp\u00e8re<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-395ce9f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"395ce9f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f5e62e\" data-id=\"9f5e62e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-166c168 elementor-widget elementor-widget-heading\" data-id=\"166c168\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">Vous aussi, faites-vous accompagner pour faire la diff\u00e9rence.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd57ecf elementor-mobile-align-center cba-button-red elementor-widget elementor-widget-cba-boutons\" data-id=\"cd57ecf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-boutons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t        \t\t<div class=\"elementor-button-wrapper\">\n        \t\t\t<a href=\"https:\/\/cba-design.com\/france\/contact\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n        \t\t\t\t            <span class=\"elementor-button-content-wrapper\">\n                            <span class=\"elementor-button-text\">Contactez-nous !<\/span>\n            <\/span>\n                    \t\t\t<\/a>\n        \t\t<\/div>\n\n        \t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Dans un monde caract\u00e9ris\u00e9 par un rythme effr\u00e9n\u00e9, o\u00f9 les changements sont permanents et les innovations technologiques de plus en plus surprenantes, les organisations font face \u00e0 d&#8217;\u00e9normes d\u00e9fis. L&#8217;\u00e9mergence de nouvelles g\u00e9n\u00e9rations de consommateurs, avec des besoins et des comportements diff\u00e9rents, confronte les entreprises \u00e0 des sc\u00e9narios sans pr\u00e9c\u00e9dent, g\u00e9n\u00e9rant du stress et la [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[532],"class_list":["post-29979","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"fr","translations":{"fr":29979,"en":29929},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/29979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/comments?post=29979"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/29979\/revisions"}],"predecessor-version":[{"id":29991,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/29979\/revisions\/29991"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=29979"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=29979"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=29979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}