Marketing and co-creation: the consumer at the center of the brand

The traditional concept of marketing reduced to planning a campaign and paying for its diffusion in different channels or media is a thing of the past. The reason is that…
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Only 1 out of 10 companies put into practice what their clients tell them

If you have made it here, it is probably out of professional interest. But as you read this article, try to do so by putting yourself in the shoes of…
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Get obsessed with your clients, not your competitors

Who is your competitor? Most executives who are asked the question won’t even blink: another company, another brand, or another product or service. That is the most conventional answer, but…
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Crowdsourcing, the power of the masses to create universal products

Is crowdsourcing a recent phenomenon? Were resources like focus groups, prior to the digital revolution, not actually precursors of crowdsourcing? In fact, brands have been asking consumers about their favorite…
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Innovators

Gudrun Gunther: “The client’s customer journey begins before the point of sale”

Alain Afflelou is committed to establishing a co-creation channel with its customers through ideas4afflelou, an ideas community that is open to participation from the general public. Gudrun Gunther, Marketing Director of Alain…
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