{"id":41070,"date":"2025-09-08T18:05:26","date_gmt":"2025-09-08T16:05:26","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=41070"},"modified":"2025-11-07T15:10:21","modified_gmt":"2025-11-07T14:10:21","slug":"brand-legitimacy","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/en\/brand-legitimacy\/","title":{"rendered":"Beyond trends: helping brands shape their own rules of the game"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"41070\" class=\"elementor elementor-41070\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3584b63 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3584b63\" 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-5db0a73\" data-id=\"5db0a73\" 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-af14332 elementor-widget elementor-widget-spacer\" data-id=\"af14332\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c26268 elementor-widget elementor-widget-heading\" data-id=\"0c26268\" 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\">\/ The age of boldness: redefining success in a changing world <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b8c580 elementor-widget elementor-widget-text-editor\" data-id=\"6b8c580\" 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 lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\">In a market overwhelmed with messages and offers, differentiation is no longer a strategy. It is the condition for relevance. Attention, now the rarest of currencies, disappears within seconds. Loyalty is eroding, trends are accelerating, and consumers, more demanding than ever, seek authenticity beyond the noise. In this landscape, sameness has become the norm and caution a brake, leaving brands with an existential dilemma: how to exist, stand out, and balance uniqueness, commitment, and cultural relevance?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><h3><span class=\"TextRun SCXW133251185 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW133251185 BCX0\">Following established rules is no longer enough. The brands that thrive today do not <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW133251185 BCX0\">imitate,<\/span><span class=\"NormalTextRun SCXW133251185 BCX0\"> they dare. They set their own standards, define their own rules, and create their own vision of success.<\/span><\/span><span class=\"EOP SCXW133251185 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h3><p><span data-contrast=\"auto\">This is a bold alternative to the pursuit of mere visibility: a call for relevance, memorability, and, above all, differentiation through risk-taking.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span class=\"TextRun SCXW117308998 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW117308998 BCX0\">As C\u00e9cile Ayed, President of the CBA and Coley Porter Bell network, explained in an interview with <a href=\"https:\/\/www.lefigaro.fr\/economie\/cba-design-batir-la-legitimite-des-marques-par-la-differenciation-et-l-audace-20250702\" target=\"_blank\" rel=\"noopener\">Le Figaro<\/a><\/span><\/span><span class=\"TextRun SCXW117308998 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW117308998 BCX0\">: <b>\u201cBranding is not about following trends, it is about creating them.\u201d<\/b> This bold <\/span><span class=\"NormalTextRun SCXW117308998 BCX0\">per<\/span><span class=\"NormalTextRun SCXW117308998 BCX0\">spective underpins our philosophy at CBA. It is made possible through a deep understanding of cultures and audiences, strategic coherence, and local adaptation \u2014 without losing sight of the brand\u2019s heritage.<\/span><\/span><span class=\"EOP SCXW117308998 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/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-c6bc814 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c6bc814\" 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-1121a07\" data-id=\"1121a07\" 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-f99b1e1 elementor-widget elementor-widget-video\" data-id=\"f99b1e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&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=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1116819748?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f4874f0 elementor-widget elementor-widget-text-editor\" data-id=\"f4874f0\" 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<h6><u>Credit<\/u>: <a href=\"https:\/\/www.lefigaro.fr\/economie\/cba-design-batir-la-legitimite-des-marques-par-la-differenciation-et-l-audace-20250702\" target=\"_blank\" rel=\"noopener\">Le Figaro, Regards des Dirigeants<\/a>, July 2025<\/h6>\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-7502a38 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7502a38\" 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-e0ca529\" data-id=\"e0ca529\" 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-f90b46d elementor-widget elementor-widget-spacer\" data-id=\"f90b46d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03e50a3 elementor-widget elementor-widget-heading\" data-id=\"03e50a3\" 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\">\/ The challenge of differentiation: why standing still is the real risk <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-088459e elementor-widget elementor-widget-text-editor\" data-id=\"088459e\" 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 data-contrast=\"auto\">Today\u2019s landscape is a battlefield for attention and relevance, where brands face several critical obstacles:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Cognitive overload and fragmented attention.<\/span><\/b><span data-contrast=\"auto\"> The average attention span is eight seconds. Although people spend six hours online, only 20% of content is read (Nielsen Norman Group, 2023). How can interest be captured and sustained in this endless flow?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Volatile audiences and declining loyalty.<\/span><\/b><span data-contrast=\"auto\"> 75% of consumers tried new brands after the pandemic (McKinsey, 2023). Loyalty is no longer a given; it must be earned every day through renewed, meaningful connection.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Homogenization and loss of distinctiveness.<\/span><\/b><span data-contrast=\"auto\"> 80% of major brands are losing differentiation (BAV, WPP, 2025). The danger is not failing by daring, but vanishing into the crowd by conforming.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Complexity of touchpoints.<\/span><\/b><span data-contrast=\"auto\"> Marketers juggle an average of fourteen channels to reach audiences (Hubspot, 2024). Consistency and impact are essential to building a lasting presence.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><p><span data-contrast=\"auto\">In this environment, playing it safe is tempting. Yet the numbers are clear: only 13% of companies consider themselves ready to take creative risks (Lions, 2025). Meanwhile, bold brands grow 33% faster (Deloitte, 2025). The real risk is no longer boldness, but inertia.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/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-231fa3b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"231fa3b\" 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-9872068\" data-id=\"9872068\" 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-75a856b elementor-widget elementor-widget-image\" data-id=\"75a856b\" 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=\"1130\" height=\"1188\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/LUX_12.png\" class=\"attachment-large size-large wp-image-41091\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/LUX_12.png 1130w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/LUX_12-1065x1120.png 1065w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/LUX_12-495x520.png 495w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/LUX_12-768x807.png 768w\" sizes=\"(max-width: 1130px) 100vw, 1130px\" 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-7557995\" data-id=\"7557995\" 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-539d4cc elementor-widget elementor-widget-text-editor\" data-id=\"539d4cc\" 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 data-contrast=\"auto\">A striking example is\u00a0<a href=\"https:\/\/www.unilever.com\/brands\/personal-care\/lux\/\" target=\"_blank\" rel=\"noopener\">Lux<\/a>\u00a0(Unilever), the feminine hygiene brand, which embraced women\u2019s empowerment; but adapted its message to each market. In Saudi Arabia, where women are more educated than men but only 16% are employed, Lux supported local women (doctors, photographers, and more) by improving their online visibility through Google search.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Instead of launching a generic feminist campaign, <b>Lux created a subtle yet powerful gesture of empowerment, one that respected cultural codes while offering lasting impact.<\/b>\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This measured approach embodies a new kind of engagement: <b>rooted in local realities, faithful to brand values, and expressed through concrete action.<\/b><\/span><span data-ccp-props=\"{}\"><b>\u00a0<\/b><\/span><\/p>\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-4592a34 cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"4592a34\" 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\/en\/projects\/lux\/\" 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\">Discover our work for Lux<\/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<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a8cd1d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a8cd1d5\" 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-f7a807c\" data-id=\"f7a807c\" 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-eb1d742 elementor-widget elementor-widget-text-editor\" data-id=\"eb1d742\" 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<h3><span data-contrast=\"auto\">To be relevant and memorable is the central challenge.\u00a0<\/span><\/h3><p><span data-contrast=\"auto\">It begins with a step too often overlooked: understanding the starting point, the audience, and the cultural context. This is the principle of grounding that CBA stands for.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/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-61e8fc6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"61e8fc6\" 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-a9a2be6\" data-id=\"a9a2be6\" 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-7911676 elementor-widget elementor-widget-spacer\" data-id=\"7911676\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1059298 elementor-widget elementor-widget-heading\" data-id=\"1059298\" 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\">\/ The agency: architect of boldness and catalyst for distinctiveness <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-690e960 elementor-widget elementor-widget-text-editor\" data-id=\"690e960\" 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<h3><span class=\"TextRun SCXW167428037 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW167428037 BCX0\"><span class=\"NormalTextRun SCXW30101800 BCX0\">In this shifting context, the role of the agency <\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW30101800 BCX0\">evolves<\/span><span class=\"NormalTextRun SCXW30101800 BCX0\">. <\/span><\/span><\/span><\/h3><p><span class=\"TextRun SCXW236823165 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW236823165 BCX0\"> It is no longer a service provider but a true partner, an architect of boldness, a catalyst for distinctiveness. Its mission is to help brands carve their own path, break free from convention, and unlock their unique potential.<\/span><\/span><\/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-f49085b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f49085b\" 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-a4c76a3\" data-id=\"a4c76a3\" 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-3b3658f elementor-widget elementor-widget-cba-carousel-testimonial\" data-id=\"3b3658f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-carousel-testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t            <div class=\"cba-slider-testimonials\">\n              <div class=\"navigation\">\n                <div class=\"testimonials-button-prev\">\n                  <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/themes\/CBAdesign\/img\/slider-navigation.svg\" alt=\"\" class=\"svg-image\" title=\"\">\n                <\/div>\n                <div class=\"testimonials-pagination\"><\/div>\n                <div class=\"testimonials-button-next\">\n                  <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/themes\/CBAdesign\/img\/slider-navigation.svg\" alt=\"\" class=\"svg-image\" title=\"\">\n                <\/div>\n              <\/div>\n              <div class=\"swiper-wrapper\">\n                                  <div class=\"swiper-slide\">\n                                        <div class=\"gutter\">\n                      <div class=\"bg\">\n                        <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/Cecile-Ayed-2.png\" alt=\"\" title=\"\">\n                      <\/div>\n                      <div class=\"content quotes\">\n                        <div>\n                          <p><span class=\"TextRun SCXW39176982 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW39176982 BCX0\">We bring in experts from the human sciences, anthropologists, ethnologists; who, supported by AI, help us gain a qualitative and precise understanding of consumers in every market. <\/span><\/span><span class=\"TextRun SCXW39176982 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW39176982 BCX0\">This enables us to define sharp insights and test creative concepts quickly, accelerating the design process. <\/span><\/span><\/p><h3><span class=\"TextRun SCXW39176982 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW39176982 BCX0\">We are strategic in our creativity, and creative in our strategy.<\/span><\/span><\/h3>                          <div class=\"author\">C\u00e9cile Ayed, <span class=\"function\">CEO Group CBA<\/span><\/div>\n                        <\/div>\n                      <\/div>\n                    <\/div>\n                  <\/div>\n                               <\/div>\n              <div class=\"swiper-pagination\"><\/div>\n            <\/div>\n            \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-eb502c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eb502c0\" 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-19ff989\" data-id=\"19ff989\" 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-6cf0115 elementor-widget elementor-widget-text-editor\" data-id=\"6cf0115\" 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 data-contrast=\"auto\">At CBA, our philosophy rests on three core principles:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">&nbsp;<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Beyond the big idea: cultivating brand intrapreneurship.<\/span><\/b><span data-contrast=\"auto\"> A brilliant idea alone is not enough. Brands must gain the confidence to dare, to embody their vision internally, and to turn intention into real impact. We support intrapreneurs within organizations, helping them identify opportunities, navigate uncertainty, and make boldness part of the culture rather than the exception.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Human-centered creative strategy: transcending cultures for resonance both global and local.<\/span><\/b><span data-contrast=\"auto\"> Our approach goes beyond market analysis. We dive into cultures and communities to uncover deep values, aspirations, and frustrations. The goal is not conformity, but understanding that allows transcendence. As Anna Kohl (Global Executive Strategy Director at Landor) puts it, today\u2019s consumers seek \u201cparticipatory authenticity.\u201d Brands must anchor themselves in culture and in people\u2019s daily lives at every touchpoint, creating instant emotional connections \u2014 a sensory shortcut to meaning.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">&nbsp;<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Artificial intelligence as an amplifier of intuition, not a directive.<\/span><\/b><span data-contrast=\"auto\"> We work with specialists in the human sciences \u2014 anthropologists and ethnologists \u2014 who, with the help of AI, give us refined insights into consumer behavior in every market. This enables precise understanding, rapid testing of creative concepts, and accelerated creation processes. For us, AI is not an end in itself but a powerful ally. Tools such as&nbsp;<a href=\"http:\/\/CBA appelle les marques \u00e0 red\u00e9finir leur l\u00e9gitimit\u00e9 : l\u2019avenir appartient \u00e0 celles qui osent  Dans un contexte marqu\u00e9 par la surabondance de messages, l\u2019\u00e9rosion de la fid\u00e9lit\u00e9 et la standardisation des offres, CBA affirme que la diff\u00e9renciation n\u2019est plus une option mais une n\u00e9cessit\u00e9 vitale. L\u2019agence publie sa nouvelle prise de parole : \u00ab Au-del\u00e0 des tendances : aider les marques \u00e0 cr\u00e9er leurs propres r\u00e8gles du jeu \u00bb, disponible sur son site.  CBA y expose sa conviction : les marques qui r\u00e9ussissent ne suivent pas les tendances, elles les cr\u00e9ent. Plus qu\u2019un simple acteur cr\u00e9atif, l\u2019agence se positionne comme architecte de l\u2019audace et catalyseur de singularit\u00e9, en aidant les marques \u00e0 d\u00e9finir leurs propres standards de succ\u00e8s, ancr\u00e9s dans la culture et port\u00e9s par l\u2019innovation.  \u00ab Notre r\u00f4le n\u2019est pas d\u2019imiter, mais d\u2019aider chaque marque \u00e0 trouver sa voix, en accord avec ses publics et son identit\u00e9 profonde. L\u2019audace n\u2019est plus un risque, c\u2019est la condition de leur p\u00e9rennit\u00e9 \u00bb, souligne C\u00e9cile Ayed, Pr\u00e9sidente du r\u00e9seau CBA.  CBA invite ainsi les marques \u00e0 embrasser cette nouvelle \u00e8re o\u00f9 cr\u00e9ativit\u00e9, authenticit\u00e9 et confiance deviennent les cl\u00e9s d\u2019une l\u00e9gitimit\u00e9 durable.\" target=\"_blank\">Personia<\/a>&nbsp;use AI to sharpen insights, unleash creativity, and personalize experiences at scale. At CBA, AI enhances human intuition rather than replacing it. It allows us to explore new paths, take informed risks, and achieve meaningful differentiation.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">&nbsp;<\/span><\/li>\n<\/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-ba802ac elementor-widget elementor-widget-text-editor\" data-id=\"ba802ac\" 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>As C\u00e9cile Ayed sums it up:<\/p><h3><span data-contrast=\"auto\"><b>\u201cOur role is to help brands find their own voice, not to imitate someone else\u2019s.\u201d<\/b><\/span><\/h3><p><span data-contrast=\"auto\">By building confidence and encouraging informed risk-taking, aligned with audiences, we help brands break free from limitations and define their own standards of success.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\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-60cbd72 elementor-widget elementor-widget-spacer\" data-id=\"60cbd72\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\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-2b68be3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2b68be3\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\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-d98087a\" data-id=\"d98087a\" 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-fe20836 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-widget elementor-widget-blockquote\" data-id=\"fe20836\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t<b>People expect brands to <i>act.<\/i> <br><\/b>First, you need legitimacy to take on a cause. <br>Second, you must have the means to act consistently over time.\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\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-bbe98bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bbe98bb\" 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-3ec9c71\" data-id=\"3ec9c71\" 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-63ff45c elementor-widget elementor-widget-spacer\" data-id=\"63ff45c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1392529 elementor-widget elementor-widget-heading\" data-id=\"1392529\" 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\">\/ The future belongs to brands that dare <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-259548a elementor-widget elementor-widget-text-editor\" data-id=\"259548a\" 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<h3><span data-contrast=\"auto\">In a world in constant motion, reinvention is the key to longevity.\u00a0<\/span><\/h3><p><span data-contrast=\"auto\">The brands that succeed do not follow, they inspire and resonate. They dare to break conventions, shape their own rules of the game, and express a unique, authentic identity.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">At CBA, we are proud to act as catalysts of this transformation. We invite brands to trust themselves, embrace boldness, and use innovation as a lever for impact. We remain attuned to cultures and communities not to be led by them, but to transcend them. With this foundation, every act of communication can become a defining moment \u2014 meaningful, consistent, and aligned with both brand identity and future ambition.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">With boldness and cultural insight, the era of brand differentiation can truly begin.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">The future belongs to brands that dare.<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\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-d37b88f elementor-widget elementor-widget-spacer\" data-id=\"d37b88f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\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-db868b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"db868b0\" 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-4d1cd9a\" data-id=\"4d1cd9a\" 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-aee050a elementor-widget elementor-widget-spacer\" data-id=\"aee050a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\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-c350f49 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c350f49\" 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-9985581\" data-id=\"9985581\" 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-812f2f4 elementor-widget elementor-widget-spacer\" data-id=\"812f2f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02d19e3 elementor-widget elementor-widget-heading\" data-id=\"02d19e3\" 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\">\/ Translating without betraying: the art of cultural adaptation <\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d260daa elementor-widget elementor-widget-text-editor\" data-id=\"d260daa\" 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<h3><span data-contrast=\"auto\">Taking a stand is one thing. Preserving it internationally without losing identity is another. The answer lies in a subtle balance: respecting the brand\u2019s roots while adapting to local codes.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3><p><span data-contrast=\"auto\">Each market has its own symbols, habits, and expectations. Integrating them doesn\u2019t dilute the brand\u2014it ensures credibility. This is about coherence with the brand\u2019s DNA, not just image.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Consider Bel in Japan: selling cheese portions as in France wasn\u2019t viable. Instead, the product was reinvented as a healthy, bite-sized \u201csweet cheese\u201d snack\u2014evoking French macarons while fitting Japanese tastes. The result: a product that feels new, yet unmistakably Bel.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This cultural translation is also a narrative one: ensuring the brand remains consistent and credible, even far from its origins.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\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-8012ee9 elementor-widget elementor-widget-image\" data-id=\"8012ee9\" 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=\"1000\" height=\"470\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/belcube_page-1-1.jpg\" class=\"attachment-large size-large wp-image-41101\" alt=\"\" srcset=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/belcube_page-1-1.jpg 1000w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/belcube_page-1-1-520x244.jpg 520w, https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2025\/09\/belcube_page-1-1-768x361.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" 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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\/ The age of boldness: redefining success in a changing world In a market overwhelmed with messages and offers, differentiation is no longer a strategy. It is the condition for relevance. Attention, now the rarest of currencies, disappears within seconds. Loyalty is eroding, trends are accelerating, and consumers, more demanding than ever, seek authenticity beyond [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[90],"class_list":["post-41070","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"en","translations":{"en":41070,"fr":41133},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41070","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\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/comments?post=41070"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41070\/revisions"}],"predecessor-version":[{"id":42088,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41070\/revisions\/42088"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=41070"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=41070"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=41070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}