Insights
B2B video: better to start simple than never!
Video has become an essential part of B2B communications, and it's advisable to opt for simplicity and authenticity rather than expensive productions.
Insights
The future of the B2B shopping experience
In a world where B2B marketing is becoming increasingly noisy, it is urgent that we rethink our approach. Here is a summary of some thoughts on the future of go-to-market (GTM) in the B2B sector.
Insights
B2B marketing in 2025
B2B marketing is undergoing a metamorphosis. Too much content, too many requests, too much noise. And yet, the audience hasn't grown. As a result, companies and content creators need to rethink their approach. That's what we shared at our Brainy Breakfast, with a mix of observations, concrete practices and ways forward.
Insights
The B2B Marketing Strategies of Tomorrow: AI and Human Connections
In a constantly evolving marketing landscape, this article explores two central themes: the impact of artificial intelligence on content marketing, and the persistent importance of human connections and public relations.
Insights
Is AI making us dumber or smarter?
Artificial intelligence is everywhere. In our pockets, in our cars, in our offices. It writes texts, generates images, answers our emails, analyzes our data. As it takes on more and more complex tasks, the question arises: is it making us smarter or lazier? My high school math teacher used to address the class with his “young people, take your calculator, it's never wrong”. Is it the same with AI?
Insights
CES Las Vegas 2025
Back from CES 2025 in Las Vegas, the impact of AI is more palpable than ever. This year, under the theme “AI, Everywhere, Everytime, For everyone”, exaggeration seems absent.
Insights
Generosity is the currency
La générosité n'est pas une question de dons ou d'actions philanthropiques. C'est une approche globale, un état d'esprit qui doit imprégner toutes les interactions avec les clients et les partenaires.
Insights
Is creativity an innate talent ?
Our premise: No, creativity is not an innate talent reserved for the few, but a discipline that anyone can cultivate through constant effort. Creativity is not an occasional flash of inspiration, but the result of daily practice.
Insights
Position your brand as soon as possible
In a world of increasingly saturated markets, brand positioning is emerging as an essential compass for navigating the sea of competitors. Clearly defining your positioning early on is not just a strategy; it's a necessity for any brand, any company, aspiring to stand out and succeed.
Insights
Marketing efficiency
How do you choose between a brand-building strategy and short-term ‘sales’ activations?
Insights
The ‘One-Brand’ solution
In the context of mergers and acquisitions (M&A), the integration of different corporate cultures and brands under a single banner poses a considerable challenge, especially in the field of marketing. Adopting a ‘One-Brand’ strategy can be the key to smoothing this transition.
Insights
Beyond the logo
In an increasingly saturated and competitive business environment, a robust brand strategy has become a crucial element for companies. As products and services become increasingly homogenised, it is the strength of the brand that enables companies to stand out from the crowd, build lasting relationships with customers and ensure continued growth.
Insights
Deep Impact: Data Scientists & Strategy Thinkers
In the dynamic arena of modern marketing, market analysis is not just an advantage, it's a necessity. It is the beacon that guides brands through the tumultuous waters of consumer trends, economic fluctuations and competitive battles.
Insights
Let’s think design!
It was back in the eighties at Stanford University in California, where Rolf Faste, inspired by the work of Robert H. McKim, defined the principles of design thinking. Interestingly, the discipline was inspired by experimentation in the visual arts and not industrial design – probably due to the fact that graphics open more doors for experimentation in a simple and accelerated way. Did you say agility?