Arnaud BRIAND's Public Library

1. Not just function but also DESIGN. “Today It’s economically crucial and personally rewarding to create something that is also beautiful, whimsical, or emotionally engaging.” 
2. Not just argument but also STORY. “The essence of persuasion, communication, and self-understanding has become the ability also to fashion a compelling narrative.” 
3. Not just focus but also SYMPHONY. “What’s in greatest demand today isn’t analysis but synthesis – seeing the big picture, crossing boundaries, and being able to combine disparate pieces into an arresting new whole.” 
4. Not just logic but also EMPATHY. “What will distinguish those who thrive will be their ability to understand what makes their fellow woman or man tick, to forge relationships, and to care for others.” 
5. Not just seriousness but also PLAY. “(T)oo much sobriety can be bad for your career and worse for your general well-being. In the Conceptual Age, in work and in life, we all need to play.” 
6. Not just accumulation but also MEANING. Living in a world of “breathtaking material plenty…has freed hundreds of millions of people from day-to-day struggles and liberated us to pursue more significant desires: purpose, transcendence, and spiritual fulfillment.”

The root cause of these symptoms is the fact that execution focuses on the how and what of a product. But in a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why.

Product storytellers think about the whole, and they see the big picture.

Bricks-and-mortar retailers have cause to be wary, as 19% of adults bought a product online after searching for it in a store using their cell phones.

PDFs are not a web format. They are a way of delivering print content using the Web as a distribution channel. If your website is full of PDFs then your organization is probably still living in the print world. Your website will almost definitely be less effective.

Au lieu de faire un plan marketing une fois pour toutes (rendez-vous dans trois mois pour les résultats), on peut maintenant faire du marketing par itération : je lance un plan marketing en version bêta et je le teste auprès d'un certain nombre de gens pour ensuite l'améliorer. On peut relancer son message, en temps réel, pour le rendre de plus en plus performant.

Nous avons 25 marques internationales. Chaque marque a son propre territoire digital, déterminé par les marketers mais aussi par les consommateurs fidèles de la marque. Une fois ce territoire déterminé, on décide si cette marque est plutôt dans le communautaire, la délivrance d'expertise (éducation du consommateur), ou un discours de preuves (venir avec un discours scientifique qui montre l'efficacité de la molécule...) ou encore si elle est sur le territoire du rêve, du fun... Autre question à se poser : doit-elle vendre directement au consommateur ou bien a-t-elle besoin d'une intermédiation, d'un coiffeur, d'un pharmacien, d'un dermatologue, d'un artiste (make-up artist)...