{"id":41133,"date":"2025-09-09T18:12:35","date_gmt":"2025-09-09T16:12:35","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=41133"},"modified":"2025-09-09T18:30:24","modified_gmt":"2025-09-09T16:30:24","slug":"legitimite-des-marques","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/legitimite-des-marques\/","title":{"rendered":"Au-del\u00e0 des tendances : aider les marques \u00e0 cr\u00e9er leurs propres r\u00e8gles du jeu"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"41133\" class=\"elementor elementor-41133\" 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\">\/  L'\u00e8re de l'audace : red\u00e9finir le succ\u00e8s dans un monde en mutation<\/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 class=\"TextRun SCXW136892938 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun CommentStart CommentHighlightPipeRest CommentHighlightRest SCXW136892938 BCX0\">Dans un march\u00e9 satur\u00e9 de messages et d&#8217;offres,<\/span><span class=\"NormalTextRun CommentHighlightPipeRest SCXW136892938 BCX0\"> la diff\u00e9renciation n&#8217;est plus une simple strat\u00e9gie, elle est la condition sine qua non de la pertinence. L&#8217;attention, devenue la monnaie la plus rare, s&#8217;\u00e9chappe en quelques secondes. La fid\u00e9lit\u00e9 s&#8217;\u00e9rode, les tendances se succ\u00e8dent \u00e0 un rythme effr\u00e9n\u00e9, et<b> les consommateurs, plus exigeants que jamais, cherchent l&#8217;authenticit\u00e9 au-del\u00e0 du bruit.<\/b> <\/span><\/span><span class=\"TextRun Highlight SCXW136892938 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW136892938 BCX0\">Dans ce contexte, la ressemblance est devenue la norme et la prudence un frein, confrontant les marques \u00e0 un v\u00e9ritable dilemme <\/span><\/span><span class=\"TextRun Highlight Strikethrough SCXW136892938 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW136892938 BCX0\">existentiel <\/span><\/span><span class=\"TextRun Highlight SCXW136892938 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW136892938 BCX0\">: comment exister, marquer les esprits et conjuguer singularit\u00e9, engagement et justesse culturelle ?<\/span><\/span><span class=\"EOP SCXW136892938 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/p><h3><span class=\"TextRun SCXW133251185 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW133251185 BCX0\"><span class=\"TextRun SCXW251108985 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW251108985 BCX0\">Mais,<\/span><span class=\"NormalTextRun SCXW251108985 BCX0\"> suivre les r\u00e8gles \u00e9tablies ne suffit plus. Les marques qui prosp\u00e8rent aujourd&#8217;hui ne copient pas ; elles osent. Elles cr\u00e9ent leurs propres standards, dictent leurs propres r\u00e8gles et d\u00e9finissent leur propre vision du succ\u00e8s.<\/span><\/span><span class=\"EOP SCXW251108985 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/span><\/span><\/h3><p><span class=\"TextRun SCXW45777570 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45777570 BCX0\">Comme le souligne <\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">C<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">\u00e9cile <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW45777570 BCX0\">A<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW45777570 BCX0\">yed<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">, pr\u00e9sidente d<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">u r\u00e9seau <\/span><span class=\"NormalTextRun CommentStart SCXW45777570 BCX0\">CBA (<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">agences CBA et <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW45777570 BCX0\">Coley<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\"> Porter Bell)<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">, dans son interview au\u00a0<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\"><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\">Figaro<\/a>,\u202f<\/span><\/span><span class=\"TextRun MacChromeBold SCXW45777570 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><b><span class=\"NormalTextRun SCXW45777570 BCX0\">\u00ab\u202f<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">le <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW45777570 BCX0\">branding<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">, ce n&#8217;est pas suivre les tendances, c&#8217;est les cr\u00e9er.<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">\u202f\u00bb<\/span><\/b><\/span><span class=\"TextRun SCXW45777570 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45777570 BCX0\">\u202f<\/span><\/span><\/p><p><span class=\"TextRun SCXW45777570 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45777570 BCX0\">C<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">ette vision audacieuse est le fondement de notre philosophie chez <\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">CBA<\/span><span class=\"NormalTextRun SCXW45777570 BCX0\"> et <\/span><\/span><span class=\"TextRun Highlight SCXW45777570 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45777570 BCX0\">est rendue possible gr\u00e2ce \u00e0 <\/span><span class=\"NormalTextRun SCXW45777570 BCX0\">une approche fond\u00e9e sur l\u2019analyse fine des cultures et des publics, la coh\u00e9rence strat\u00e9gique et l\u2019adaptation locale, sans renier l\u2019h\u00e9ritage de la marque.<\/span><\/span><span class=\"EOP SCXW45777570 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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=\"Lecteur vid\u00e9o vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1117151898?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>Cr\u00e9dit<\/u>: <a href=\"https:\/\/www.lefigaro.fr\/economie\/cba-design-batir-la-legitimite-des-marques-par-la-differenciation-et-l-audace-20250702\" data-wplink-edit=\"true\" target=\"_blank\" rel=\"noopener\">Le Figaro, Regards des Dirigeants<\/a>, Juillet 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\">\/ Le d\u00e9fi de la diff\u00e9renciation : pourquoi l'immobilisme est le v\u00e9ritable risque<\/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\">Le paysage actuel est un champ de bataille pour l&#8217;attention et la pertinence, o\u00f9 les marques doivent naviguer entre des \u00e9cueils majeurs :<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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;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;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Surcharge cognitive et attention fragment\u00e9e :<\/span><\/b><span data-contrast=\"auto\">\u202fl&#8217;attention moyenne d&#8217;un utilisateur est de 8 secondes. Malgr\u00e9 6 heures pass\u00e9es en ligne, seuls 20% du contenu est lu (<\/span><i><span data-contrast=\"auto\">Nielsen Norman Group, 2023<\/span><\/i><span data-contrast=\"auto\">). Comment capter et retenir l&#8217;int\u00e9r\u00eat dans ce flux incessant ?<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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;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;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Volatilit\u00e9 des audiences et \u00e9rosion de la fid\u00e9lit\u00e9 :<\/span><\/b><span data-contrast=\"auto\">\u202f75% des consommateurs ont explor\u00e9 de nouvelles marques post-pand\u00e9mie (<\/span><i><span data-contrast=\"auto\">McKinsey, 2023<\/span><\/i><span data-contrast=\"auto\">). La fid\u00e9lit\u00e9 est un privil\u00e8ge qui se gagne chaque jour, exigeant une connexion profonde et renouvel\u00e9e.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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;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;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Homog\u00e9n\u00e9isation et perte de singularit\u00e9 :<\/span><\/b><span data-contrast=\"auto\">\u202f80% des grandes marques perdent en diff\u00e9renciation (<\/span><i><span data-contrast=\"auto\">BAV, WPP, 2025<\/span><\/i><span data-contrast=\"auto\">). Le risque n&#8217;est plus d&#8217;\u00e9chouer en osant, mais de dispara\u00eetre dans la masse en se conformant.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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;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;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Complexit\u00e9 des points de contact :<\/span><\/b><span data-contrast=\"auto\">\u202fles marketeurs jonglent en moyenne avec 14 canaux diff\u00e9rents pour capter leurs audiences (Hubspot, 2024). La coh\u00e9rence et l&#8217;impact sont cruciaux pour construire une pr\u00e9sence m\u00e9morable.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span>\u00a0<\/li><\/ul><p><span data-contrast=\"auto\">Face \u00e0 ces r\u00e9alit\u00e9s, la tentation du \u00ab\u202fsafe\u202f\u00bb est forte. Pourtant, les chiffres sont sans appel : seulement 13% des entreprises se disent pr\u00eates \u00e0 prendre des risques cr\u00e9atifs (<\/span><i><span data-contrast=\"auto\">Lions, 2025<\/span><\/i><span data-contrast=\"auto\">). Paradoxalement, les marques audacieuses voient leur chiffre d&#8217;affaires cro\u00eetre 33% plus vite (<\/span><i><span data-contrast=\"auto\">Deloitte<\/span><\/i><span data-contrast=\"auto\">, <\/span><i><span data-contrast=\"auto\">2025<\/span><\/i><span data-contrast=\"auto\">). Le v\u00e9ritable risque n&#8217;est plus l&#8217;audace, mais l&#8217;immobilisme.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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 data-start=\"44\" data-end=\"483\">Un exemple frappant est celui de&nbsp;<a href=\"https:\/\/www.unilever.com\/brands\/personal-care\/lux\/\" target=\"_blank\" rel=\"noopener\">Lux<\/a>&nbsp;(Unilever), la marque d\u2019hygi\u00e8ne f\u00e9minine, qui a adopt\u00e9 le th\u00e8me de l\u2019autonomisation des femmes tout en adaptant son message \u00e0 chaque march\u00e9. En Arabie saoudite, o\u00f9 les femmes sont plus dipl\u00f4m\u00e9es que les hommes mais ne repr\u00e9sentent que 16% de la population active, Lux a soutenu des femmes locales (m\u00e9decins, photographes, etc.) en am\u00e9liorant leur visibilit\u00e9 en ligne gr\u00e2ce \u00e0 la recherche Google.<\/p>\n<p data-start=\"485\" data-end=\"666\">Plut\u00f4t que de lancer une campagne f\u00e9ministe g\u00e9n\u00e9rique,<b> <\/b>Lux a cr\u00e9\u00e9 un geste d\u2019\u00e9mancipation subtil mais puissant, respectant les codes culturels tout en ayant un impact durable.<b>&nbsp;<\/b>Cette approche mesur\u00e9e incarne une nouvelle forme d\u2019engagement : <b>ancr\u00e9e dans les r\u00e9alit\u00e9s locales, fid\u00e8le aux valeurs de la marque et exprim\u00e9e par des actions concr\u00e8tes.<\/b><\/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\/realisations\/lux\/\" target=\"_blank\" 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\">D\u00e9couvrez notre collaboration avec 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 class=\"TextRun Highlight SCXW235920810 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW235920810 BCX0\">\u00catre pertinent et m\u00e9morable est <\/span><span class=\"NormalTextRun SCXW235920810 BCX0\">donc <\/span><span class=\"NormalTextRun SCXW235920810 BCX0\">devenu l\u2019enjeu majeur, et cela commence par une \u00e9tape cruciale, trop souvent n\u00e9glig\u00e9e : comprendre d\u2019o\u00f9 l\u2019on parle, \u00e0 qui l\u2019on s\u2019adresse, et dans quel contexte.\u00a0<\/span><\/span><\/h3><p><span class=\"TextRun Highlight SCXW235920810 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW235920810 BCX0\">C\u2019est ce principe d\u2019ancrage que CBA d\u00e9fend<\/span><span class=\"NormalTextRun SCXW235920810 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW235920810 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW235920810 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW235920810 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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\">\/L'agence : architecte de l'audace et catalyseur de la singularit\u00e9<\/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 SCXW103561104 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW103561104 BCX0\">Dans ce contexte de mutation, le r\u00f4le de l&#8217;agence se transforme. <\/span><\/span><\/h3><p><span class=\"TextRun SCXW236823165 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW236823165 BCX0\"><span class=\"TextRun SCXW98607472 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW98607472 BCX0\">Elle n&#8217;est plus un simple prestataire, mais un v\u00e9ritable<\/span><span class=\"NormalTextRun SCXW98607472 BCX0\"> partenaire et<\/span><span class=\"NormalTextRun SCXW98607472 BCX0\"> architecte de l&#8217;audace, un catalyseur de la singularit\u00e9. Sa mission : accompagner les marques non pas \u00e0 suivre, mais \u00e0 d\u00e9finir leur propre trajectoire, \u00e0 se lib\u00e9rer des conventions pour r\u00e9v\u00e9ler leur potentiel unique.<\/span><\/span><span class=\"EOP SCXW98607472 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/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 data-start=\"66\" data-end=\"428\">Nous faisons appel \u00e0 des experts en sciences humaines (anthropologues, ethnologues), appuy\u00e9s par l\u2019IA, pour comprendre finement les consommateurs et g\u00e9n\u00e9rer des insights pr\u00e9cis. Cela nous permet de tester rapidement des concepts cr\u00e9atifs et d\u2019acc\u00e9l\u00e9rer le design.<\/p><h3 data-start=\"430\" data-end=\"517\">Nous sommes strat\u00e9giques dans notre cr\u00e9ativit\u00e9, et cr\u00e9atifs dans notre strat\u00e9gie.<\/h3>                          <div class=\"author\">C\u00e9cile Ayed, <span class=\"function\">Pr\u00e9sidente du r\u00e9seau 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\">Notre philosophie chez CBA s&#8217;articule autour de principes fondamentaux :<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/p><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&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;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Au-del\u00e0 de la \u00ab\u202fbig idea\u202f\u00bb : cultiver l&#8217;intrapreneuriat de marque.<\/span><\/b><span data-contrast=\"auto\">\u202fUne id\u00e9e g\u00e9niale ne suffit pas. Nous croyons qu&#8217;il faut insuffler aux marques la confiance n\u00e9cessaire pour oser, pour porter cette vision en interne, et pour transformer l&#8217;intention en impact r\u00e9el. Il s&#8217;agit d&#8217;accompagner les \u00ab\u202fintrapreneurs\u202f\u00bb au sein des organisations, de les aider \u00e0 \u00e9valuer les opportunit\u00e9s et \u00e0 naviguer les incertitudes, pour que l&#8217;audace devienne une culture, non une exception.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/li><\/ul><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&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;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Strat\u00e9gie cr\u00e9ative ancr\u00e9e dans l&#8217;humain : transcender les cultures pour une r\u00e9sonnance \u00e0 la fois globale et locale.<\/span><\/b><span data-contrast=\"auto\">\u202fNotre approche de la strat\u00e9gie cr\u00e9ative et du positionnement de marque ne se limite pas \u00e0 une analyse de march\u00e9. Elle plonge au c\u0153ur des cultures et des communaut\u00e9s, cherchant \u00e0 comprendre les valeurs, aspirations et frustrations profondes. Il ne s&#8217;agit pas de se conformer, mais de comprendre pour mieux transcender. Comme le souligne Anna Kohl (Global Executive Strategy Director chez Landor), les consommateurs d&#8217;aujourd&#8217;hui recherchent une \u00ab\u202fauthenticit\u00e9 participative\u202f\u00bb. Les marques doivent s&#8217;ancrer dans la culture, dans la vie des consommateurs, \u00e0 chaque point de contact, pour cr\u00e9er cette connexion \u00e9motionnelle instantan\u00e9e, ce \u00ab\u202fraccourci \u00e9motionnel\u202f\u00bb qui parle \u00e0 tous nos sens.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/li><\/ul><ul><li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&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;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">L&#8217;IA : un amplificateur d&#8217;intuition, pas un diktat.<\/span><\/b><span data-contrast=\"auto\">\u202f<\/span><span data-contrast=\"auto\">Nous int\u00e9grons des sp\u00e9cialistes des sciences humaines (anthropologues, ethnologues) qui, aid\u00e9s par l\u2019intelligence artificielle, nous permettent d\u2019avoir une connaissance qualitative et fine des consommateurs dans chaque march\u00e9. Cela nous aide \u00e0 d\u00e9finir des insights pr\u00e9cis et \u00e0 tester rapidement les concepts cr\u00e9atifs pour acc\u00e9l\u00e9rer le processus de cr\u00e9ation.<\/span><span data-contrast=\"auto\"> Ainsi, l&#8217;intelligence artificielle n&#8217;est pas une fin en soi, mais un puissant alli\u00e9. Nos outils, comme\u202f<\/span><span data-contrast=\"auto\"><a href=\"https:\/\/cba-design.com\/projects\/personia\/\" target=\"_blank\" rel=\"noopener\">Personia<\/a>, exploitent l&#8217;IA pour affiner notre compr\u00e9hension des \u00ab\u202fhuman-insights\u202f\u00bb, pour lib\u00e9rer la cr\u00e9ativit\u00e9 et pour personnaliser les exp\u00e9riences \u00e0 grande \u00e9chelle. L&#8217;IA, chez CBA, d\u00e9cuple l&#8217;intuition humaine, elle ne la remplace pas. Elle nous permet d&#8217;explorer de nouvelles pistes, de prendre des risques \u00e9clair\u00e9s et de nous diff\u00e9rencier avec pertinence.\u00a0<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\u00a0<\/span><\/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-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><span class=\"NormalTextRun SCXW85697167 BCX0\">C<\/span><span class=\"NormalTextRun SCXW85697167 BCX0\">\u00e9cile <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW85697167 BCX0\">A<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SpellingErrorHighlight SCXW85697167 BCX0\">yed<\/span><span class=\"NormalTextRun SCXW85697167 BCX0\"> le r\u00e9sume parfaitement\u202f:<\/span><\/p><h3><span class=\"NormalTextRun SCXW85697167 BCX0\">\u00ab\u202fN<\/span><span class=\"NormalTextRun SCXW85697167 BCX0\">otre r\u00f4le, c&#8217;est d&#8217;aider les marques \u00e0 trouver leur propre voix, pas \u00e0 imiter celle des autres<\/span><span class=\"NormalTextRun SCXW85697167 BCX0\">\u202f\u00bb.<\/span><\/h3><p><span class=\"TextRun SCXW49713021 BCX0\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW49713021 BCX0\">C<\/span><span class=\"NormalTextRun SCXW49713021 BCX0\">&#8216;est en cultivant cette confiance et en encourageant une prise de risque \u00e9clair\u00e9e <\/span><span class=\"NormalTextRun SCXW49713021 BCX0\">-en phase avec les audiences- <\/span><span class=\"NormalTextRun SCXW49713021 BCX0\">que nous permettons aux marques de se lib\u00e9rer des contraintes et de d\u00e9finir leurs propres standards de succ\u00e8s.<\/span><\/span><span class=\"EOP SCXW49713021 BCX0\" data-ccp-props=\"{&quot;335557856&quot;:16777215}\">\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>Les gens attendent des marques qu\u2019elles <i>agissent.<\/i><\/b><br>\nD\u2019abord, il faut avoir la l\u00e9gitimit\u00e9 pour d\u00e9fendre une cause.<br>\nPuis, disposer des moyens pour agir de fa\u00e7on coh\u00e9rente dans la dur\u00e9e.\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\">\/  L'avenir appartient aux marques qui osent<\/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 class=\"NormalTextRun SCXW250951212 BCX0\">Ainsi, <\/span><span class=\"NormalTextRun CommentStart CommentHighlightPipeRest CommentHighlightRest SCXW250951212 BCX0\">d<\/span><span class=\"NormalTextRun CommentHighlightRest SCXW250951212 BCX0\">ans un monde en constante mutation<\/span><span class=\"NormalTextRun CommentHighlightPipeRest SCXW250951212 BCX0\">, la capacit\u00e9 \u00e0 se r\u00e9inventer est la cl\u00e9 de la p\u00e9rennit\u00e9.&nbsp;<\/span><\/h3>\n<p><span data-contrast=\"auto\">Les marques qui r\u00e9ussissent ne suivent pas ; elles inspirent et r\u00e9sonnent. Elles osent se lib\u00e9rer des conventions, cr\u00e9er leurs propres r\u00e8gles du jeu et exprimer une identit\u00e9 unique et authentique.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Chez CBA, nous sommes fiers d&#8217;\u00eatre les catalyseurs de cette transformation. <b>Nous invitons les marques \u00e0 se faire confiance, \u00e0 embrasser l&#8217;audace et \u00e0 utiliser l&#8217;innovation comme un levier pour amplifier leur impact.<\/b> Nous restons \u00e0 l&#8217;\u00e9coute des cultures et des communaut\u00e9s, non pas pour les subir, mais pour les <\/span><span data-contrast=\"auto\">transcender. En s\u2019appuyant sur ces fondamentaux, chaque action de communication peut se transformer en acte fondateur, porteur de sens et de coh\u00e9rence. Elle renforce la l\u00e9gitimit\u00e9 des marques, en parfaite r\u00e9sonance avec leur identit\u00e9 profonde et leurs ambitions pour le futur. Avec plus d\u2019audace et d\u2019insights culturels, l\u2019\u00e8re de la diff\u00e9renciation des marques pourra d\u00e9buter.<\/span><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">&nbsp;<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Le futur appartient aux marques qui osent.&nbsp;<\/span><\/b><span data-ccp-props=\"{&quot;335557856&quot;:16777215}\">&nbsp;<\/span><\/p>\n<p><span data-ccp-props=\"{}\">&nbsp;<\/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>\/ L&#8217;\u00e8re de l&#8217;audace : red\u00e9finir le succ\u00e8s dans un monde en mutation Dans un march\u00e9 satur\u00e9 de messages et d&#8217;offres, la diff\u00e9renciation n&#8217;est plus une simple strat\u00e9gie, elle est la condition sine qua non de la pertinence. L&#8217;attention, devenue la monnaie la plus rare, s&#8217;\u00e9chappe en quelques secondes. La fid\u00e9lit\u00e9 s&#8217;\u00e9rode, les tendances se [&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":[532],"class_list":["post-41133","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"fr","translations":{"fr":41133,"en":41070},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41133","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=41133"}],"version-history":[{"count":4,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41133\/revisions"}],"predecessor-version":[{"id":41625,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/41133\/revisions\/41625"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=41133"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=41133"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=41133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}