{"id":42492,"date":"2026-01-19T15:49:12","date_gmt":"2026-01-19T14:49:12","guid":{"rendered":"https:\/\/cba-design.com\/france\/?p=42492"},"modified":"2026-01-19T16:55:43","modified_gmt":"2026-01-19T15:55:43","slug":"cultural-fluency","status":"publish","type":"post","link":"https:\/\/cba-design.com\/france\/cultural-fluency\/","title":{"rendered":"Cultural Fluency : l&#8217;art de faire vibrer les marques \u00e0 l\u2019\u00e8re de l\u2019intelligence culturelle."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"42492\" class=\"elementor elementor-42492\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-044609d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"044609d\" 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-18783cd\" data-id=\"18783cd\" 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-0b4789b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"0b4789b\" 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>Article paru sur\u00a0<a href=\"https:\/\/www.challenges.fr\/partenaires\/cba-lart-de-faire-vibrer-les-marques-a-lere-de-lintelligence-culturelle_636146\" target=\"_blank\" rel=\"noopener\">challenges.fr<\/a> le 19 janvier 2026<\/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-aa1b8d6 elementor-widget elementor-widget-spacer\" data-id=\"aa1b8d6\" 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-dd994ed elementor-widget elementor-widget-text-editor\" data-id=\"dd994ed\" 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 style=\"font-weight: normal;\">Entre IA, \u00e9coute culturelle et audace entrepreneuriale, CBA conjugue <\/span>puissance technologique et empathie pour faire \u00e9voluer le branding<span style=\"font-weight: normal;\">. C\u00e9cile Ayed, pr\u00e9sidente du r\u00e9seau CBA, d\u00e9crypte les nouveaux axes de performance et de diff\u00e9renciation des marques.<\/span><\/h3>\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-90b2b70 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"90b2b70\" 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>Les marques font face \u00e0 une \u00e9quation complexe : comment rester singuli\u00e8res et adapter leurs strat\u00e9gies de notori\u00e9t\u00e9 dans un monde satur\u00e9 de messages ? Comment former un lien durable avec des consommateurs quand les audiences sont toujours plus fragment\u00e9es, sans se laisser effacer par le bruit ambiant ? Pour\u00a0<a href=\"https:\/\/cba-design.com\/france\/\">CBA, agence internationale de branding membre du r\u00e9seau WPP<\/a>, la r\u00e9ponse tient en une formule : \u00e9couter avant de cr\u00e9er. Repla\u00e7ant la compr\u00e9hension \/ l\u2019empreinte culturelle au c\u0153ur des initiatives des marques, elle r\u00e9volutionne, avec ses \u201cUnordinary Ideas\u201d, l\u2019audace d\u2019oser.<\/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-33245bc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33245bc\" 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-b6c6591\" data-id=\"b6c6591\" 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-1fc4e93 elementor-widget elementor-widget-spacer\" data-id=\"1fc4e93\" 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-0b1af54 elementor-widget elementor-widget-heading\" data-id=\"0b1af54\" 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\">\/ Cultural Fluency &amp; AI Ethnography : capter les signaux faibles pour mieux innover<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19fcd39 elementor-widget elementor-widget-text-editor\" data-id=\"19fcd39\" 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>Aujourd\u2019hui, <b>80 % des marques ont perdu leur pouvoir de diff\u00e9renciation<\/b>, selon une \u00e9tude interne du groupe WPP. En cause : une surabondance de messages, de contenus et de stimuli qui \u00e9rode leur singularit\u00e9. Pour CBA, la reconqu\u00eate passe par la Cultural Fluency, la capacit\u00e9 \u00e0 comprendre et naviguer dans les nuances culturelles et sociales des communaut\u00e9s auxquelles on s\u2019adresse.\u00a0<\/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-a91a1f8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a91a1f8\" 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-10a85d4\" data-id=\"10a85d4\" 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-fb29508 elementor-widget elementor-widget-cba-carousel-testimonial\" data-id=\"fb29508\" 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                          <h3 data-start=\"59\" data-end=\"223\"><em>Une marque ne peut plus se contenter de cibler un persona fig\u00e9.<\/em><\/h3><p data-start=\"59\" data-end=\"223\"><em>Il faut comprendre les mindsets, ces \u00e9tats d\u2019esprit mouvants qui dictent les comportements au quotidien.<\/em>\u00a0<\/p>                          <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-5d7785c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d7785c\" 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-1515880\" data-id=\"1515880\" 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-f126b44 elementor-widget elementor-widget-text-editor\" data-id=\"f126b44\" 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>L\u2019\u00e9coute devient un levier strat\u00e9gique, traduit en plan d\u2019action gr\u00e2ce \u00e0 une m\u00e9thodologie hybride baptis\u00e9e <b>AI Ethnography<\/b>, \u00e0 la crois\u00e9e de l\u2019intelligence artificielle et des sciences humaines.<\/p><h3><span style=\"font-weight: normal;\">\u00ab\u00a0<em>Nos strat\u00e9gistes sont form\u00e9s \u00e0 l\u2019anthropologie et \u00e0 l\u2019ethnologie. L\u2019IA est un amplificateur, pas un substitut<\/em>.\u00a0<em>Elle nous aide \u00e0 voir plus vite, plus loin, en analysant des volumes massifs de donn\u00e9es culturelles et sociales, mais c\u2019est toujours l\u2019humain qui donne du sens.\u00a0<\/em>\u00bb<\/span><\/h3><p>Cette approche permet \u00e0 l\u2019agence de concevoir des &#8220;personas synth\u00e9tiques&#8221;, avatars comportementaux \u00e9volutifs, capables de repr\u00e9senter la diversit\u00e9 des attitudes et des motivations. Un outil cl\u00e9 pour des marques internationales, confront\u00e9es \u00e0 des march\u00e9s culturels h\u00e9t\u00e9rog\u00e8nes, mais qui souhaitent pr\u00e9server la coh\u00e9rence de leur ADN global.<\/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-372216e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"372216e\" 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-09f2031\" data-id=\"09f2031\" 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-0432b87 elementor-widget elementor-widget-spacer\" data-id=\"0432b87\" 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-00ae821 elementor-widget elementor-widget-heading\" data-id=\"00ae821\" 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\">\/ Cultiver l\u2019intrapreneuriat de marque<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8c52d5 elementor-widget elementor-widget-text-editor\" data-id=\"a8c52d5\" 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>Si l\u2019\u00e9coute est la premi\u00e8re \u00e9tape, oser est la seconde. Dans un environnement \u00e9conomique o\u00f9 la prudence domine, CBA d\u00e9fend une culture du risque ma\u00eetris\u00e9.<\/p><h3><span style=\"font-weight: normal;\">\u00ab\u00a0<\/span><em><span style=\"font-weight: normal;\">Nos clients ont souvent des projets d\u2019innovation valid\u00e9s par les consommateurs\u2026 mais qui ne voient jamais le jour<\/span><\/em><span style=\"font-weight: normal;\">, constate C\u00e9cile Ayed.\u00a0<em>Parfois, ce n\u2019est pas une question de budget, mais de manque d\u2019engagement interne.<\/em>\u00a0\u00bb<\/span><\/h3><p>L\u2019\u00e9nergie entrepreneuriale est une valeur profond\u00e9ment ancr\u00e9e dans l\u2019identit\u00e9 de CBA. Son positionnement <b>\u201cbig capabilities, small feel\u201d<\/b> r\u00e9sume le modus operandi \u00e0 la fois strat\u00e9gique et humain de l\u2019agence. Ce soutien de proximit\u00e9, alliant vision et empathie, aide les marques \u00e0 renouer avec un courage cr\u00e9atif porteur de sens, b\u00e9n\u00e9fique pour leur culture interne. L\u2019enjeu ne se limite plus \u00e0 \u201cparler\u201d au consommateur, mais consiste \u00e0 impliquer les collaborateurs avec empathie autour d\u2019un projet de marque f\u00e9d\u00e9rateur.<\/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-668b06a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"668b06a\" 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-fdebac1\" data-id=\"fdebac1\" 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-d0f367b elementor-widget elementor-widget-video\" data-id=\"d0f367b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;play_on_mobile&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"autoplay\" title=\"Lecteur vid\u00e9o vimeo\" src=\"https:\/\/player.vimeo.com\/video\/1017858984?autoplay=1&amp;playsinline=1&amp;color&amp;autopause=0&amp;loop=1&amp;muted=1&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\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-a2271b5\" data-id=\"a2271b5\" 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-7143a0c elementor-widget elementor-widget-text-editor\" data-id=\"7143a0c\" 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>Cette philosophie s\u2019illustre \u00e0 travers des collaborations embl\u00e9matiques, comme le\u00a0<a href=\"https:\/\/cba-design.com\/france\/realisations\/nescafe\/\" rel=\"sponsored\">rebranding de Nescaf\u00e9<\/a>. Si connue qu\u2019elle \u00e9tait presque per\u00e7ue comme un caf\u00e9 \u201cpar d\u00e9faut\u201d, la marque devait regagner en d\u00e9sirabilit\u00e9. CBA a alors travaill\u00e9 sur une plateforme d\u2019innovation mondiale articul\u00e9e autour de l\u2019exp\u00e9rience : comment transformer un produit quotidien en vecteur d\u2019\u00e9motion ?\u00a0<\/p><p><b>La cl\u00e9 : l\u2019adaptation culturelle. <\/b>En Asie par exemple, le repositionnement du produit en booster \u00e9nerg\u00e9tique, convenant aux attentes locales, ou le lancement d\u2019un caf\u00e9 condens\u00e9, un sirop \u00e0 m\u00e9langer pour recr\u00e9er chez soi des recettes inspir\u00e9es des coffee shops, \u00e9normes succ\u00e8s populaires. Une r\u00e9ussite sur mesure pour les 180 march\u00e9s de Nescaf\u00e9.<\/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-6d8cc93 elementor-align-center cba-button-default elementor-widget elementor-widget-cba-boutons\" data-id=\"6d8cc93\" 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\/nescafe\/\" 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\u00e9couvrir Nescaf\u00e9<\/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-580de1e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"580de1e\" 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-76453fd\" data-id=\"76453fd\" 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-9eaa816 elementor-widget elementor-widget-spacer\" data-id=\"9eaa816\" 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-23a27b9 elementor-widget elementor-widget-heading\" data-id=\"23a27b9\" 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\">\/ Quand le Food &amp; Beverage devient une exp\u00e9rience de marque<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c80dcce elementor-widget elementor-widget-text-editor\" data-id=\"c80dcce\" 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>Ce cas illustre une tendance globale, pour laquelle CBA est aux avant-postes : <b>l\u2019irruption du branding dans les lieux de vie et sa m\u00e9tamorphose dans les points de vente.<\/b> Emballages et logos ne suffisent plus, l\u2019exp\u00e9rience s\u2019invite d\u00e9sormais dans les lieux, les gestes, les moments v\u00e9cus. Les exp\u00e9riences, o\u00f9 identit\u00e9, architecture et hospitalit\u00e9 convergent.<\/p><p>CBA accompagne ainsi Musiam Paris, op\u00e9rateur de restauration du Mus\u00e9e du Louvre (en partenariat avec Alain Ducasse), dans la refonte compl\u00e8te de son \u00e9cosyst\u00e8me F&amp;B : neuf points de restauration, du caf\u00e9 au restaurant gastronomique, adapt\u00e9s aux diff\u00e9rents profils des visiteurs.<\/p><p>Premi\u00e8re concr\u00e9tisation :\u00a0<a style=\"text-decoration-line: none;\" href=\"https:\/\/www.linkedin.com\/posts\/cb-a_cba-retaildesign-louvre-activity-7336649336145002497-6DG5\/\" rel=\"sponsored noopener\" target=\"_blank\">La Boulangerie du Louvre<\/a>, ouverte en 2025, qui a cr\u00e9\u00e9 un v\u00e9ritable fournil au c\u0153ur du mus\u00e9e. Le client y voit la cuisson du pain avant de le d\u00e9guster : une exp\u00e9rience simple et intuitive, qui prolonge la visite du mus\u00e9e par une dimension sensorielle.<\/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-b5d5c4b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b5d5c4b\" 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-d5f7c55\" data-id=\"d5f7c55\" 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-9a9ac57 elementor-widget elementor-widget-cba-gallery\" data-id=\"9a9ac57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t                                      <div class=\"triple-photos\">\n                                  <div class=\"left bigger\">\n                    <div style=\"background-image: url(https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2026\/01\/LouvreBoulangerie3-\u00a9-Musiam-Paris-scaled.jpg);\">\n                      <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2026\/01\/LouvreBoulangerie3-\u00a9-Musiam-Paris-scaled.jpg\" alt=\"\" title=\"\">\n                    <\/div>\n                  <\/div>\n                  <div class=\"right smalls\">\n                    <div>\n                      <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2026\/01\/LouvreBoulangerie-\u00a9-Musiam-Paris-scaled.jpg\" alt=\"\" title=\"\">\n                    <\/div>\n                    <div>\n                      <img decoding=\"async\" src=\"https:\/\/cba-design.com\/france\/wp-content\/uploads\/sites\/2\/2026\/01\/Boulangerie_vue2\u00a9-Musiam-Paris-scaled.jpg\" alt=\"\" title=\"\">\n                    <\/div>\n                  <\/div>\n                \n              <\/div>\n                        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5141784 elementor-widget elementor-widget-text-editor\" data-id=\"5141784\" 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>Cette approche souligne une tendance de fond : <b>la transformation en profondeur du retail. <\/b>Les points de vente ne sont plus de simples lieux de transaction, mais des espaces d\u2019expression, de sociabilit\u00e9 et d\u2019immersion. Les consommateurs, habitu\u00e9s \u00e0 acheter en ligne, ne se d\u00e9placent plus pour consommer, mais pour\u00a0<em>vivre<\/em>\u00a0la marque. Cette \u201chospitalit\u00e9 exp\u00e9rientielle\u201d, longtemps r\u00e9serv\u00e9e au luxe, s\u2019\u00e9tend d\u00e9sormais \u00e0 tous les secteurs. Convaincue qu\u2019elle a de beaux jours devant elle, CBA en a fait un de ses domaines d\u2019expertise.<\/p><p>L<b>a technologie ne remplace pas l\u2019intuition humaine, elle la r\u00e9v\u00e8le.<\/b> \u00c0 l\u2019heure o\u00f9 l\u2019intelligence artificielle bouleverse les m\u00e9tiers cr\u00e9atifs, telle est la conviction intime de CBA.\u00a0<\/p><h3><span style=\"font-weight: normal;\">\u00ab\u00a0<\/span><em style=\"font-weight: normal;\">Notre m\u00e9tier reste un m\u00e9tier d\u2019id\u00e9es et d\u2019\u00e9motions<\/em><span style=\"font-weight: normal;\">, rappelle C\u00e9cile Ayed.\u00a0<\/span><em style=\"font-weight: normal;\">L\u2019IA nous aide \u00e0 aller plus vite, mais c\u2019est la sensibilit\u00e9 des \u00e9quipes qui fait na\u00eetre la diff\u00e9rence.\u00a0<\/em>\u00bb\u00a0<\/h3>\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-142cb60 elementor-widget elementor-widget-spacer\" data-id=\"142cb60\" 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-4db7dd6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4db7dd6\" 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-dc23c71\" data-id=\"dc23c71\" 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-17bddd0 elementor-blockquote--skin-boxed elementor-blockquote--align-center elementor-widget elementor-widget-blockquote\" data-id=\"17bddd0\" 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\tL\u2019avenir appartient aux marques qui sauront \u00e9couter, comprendre et oser avec justesse. \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-8820ae7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8820ae7\" 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-5addaff\" data-id=\"5addaff\" 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-f90f152 elementor-widget elementor-widget-spacer\" data-id=\"f90f152\" 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-328ab0a elementor-widget elementor-widget-text-editor\" data-id=\"328ab0a\" 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>Face \u00e0 l\u2019avalanche informationnelle continue, la visibilit\u00e9 n\u2019est plus ce qui les distingue. Ce qui change la donne, c\u2019est leur <b>capacit\u00e9 \u00e0 faire vibrer les \u00e9motions collectives en restant fid\u00e8les \u00e0 elles-m\u00eames.\u00a0<\/b><\/p><h3><span style=\"font-weight: normal;\">Comme le r\u00e9sume C\u00e9cile Ayed, <\/span>\u00ab\u202f<em>Notre r\u00f4le, c\u2019est d\u2019aider les marques \u00e0 trouver leur propre voix, pas \u00e0 imiter celle des autres\u202f<\/em>\u00bb.<\/h3>\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-4f9360f elementor-widget elementor-widget-spacer\" data-id=\"4f9360f\" 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-ed88ed0 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"ed88ed0\" 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>Article paru sur\u00a0<a href=\"https:\/\/www.challenges.fr\/partenaires\/cba-lart-de-faire-vibrer-les-marques-a-lere-de-lintelligence-culturelle_636146\" target=\"_blank\" rel=\"noopener\">challenges.fr<\/a> le 19 janvier 2026<\/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-87d3c7d elementor-widget elementor-widget-spacer\" data-id=\"87d3c7d\" 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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Article paru sur\u00a0challenges.fr le 19 janvier 2026 Entre IA, \u00e9coute culturelle et audace entrepreneuriale, CBA conjugue puissance technologique et empathie pour faire \u00e9voluer le branding. C\u00e9cile Ayed, pr\u00e9sidente du r\u00e9seau CBA, d\u00e9crypte les nouveaux axes de performance et de diff\u00e9renciation des marques. Les marques font face \u00e0 une \u00e9quation complexe : comment rester singuli\u00e8res et [&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-42492","post","type-post","status-publish","format-standard","hentry","blog_categorie-insights"],"acf":[],"lang":"fr","translations":{"fr":42492,"en":42508},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/42492","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=42492"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/42492\/revisions"}],"predecessor-version":[{"id":42520,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/posts\/42492\/revisions\/42520"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=42492"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/tags?post=42492"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/blog_categorie?post=42492"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}