06.18 - 2018-06-12 (Bulletin de Novum)  

Public ISBD [n° ou bulletin]  est un bulletin de Novum Titre : 06.18 - 2018-06-12 Type de document : texte imprimé Année de publication : 2018 Langues : Allemand (ger) Anglais (eng) Catégories : Carnets de croquis Communication en marketing Couleurs -- Dans l'art -- Illustrations Design interactif Illustrations des livres -- 21e siècle Littérature pour la jeunesse Livres -- Couvertures Miele -- Affiches Produits cosmétiques -- Conditionnement Signaux et signalisation Typographie -- 21e siècle Index. décimale : 766 Arts graphiques Résumé : The new novum is here and this month it explores that exciting intersection between architecture and design. And there is much to explore – such as visual identities derived from the architecture, orientation systems that respond to the need for inclusive design and facades that enhance our environment with attractive graphic design. As always, we also feature a range of recent projects and diverse articles in the Showroom section. Also, this month’s cover offers inspiration and haptic delight. Note de contenu : We also present an interview with Andreas Koop, who has already completed numerous projects in which inclusive design has been an important part. Does the need for this kind of universal accessibility hinder good design or can it in fact be an exciting challenge? Is inclusive design possible and sensible in all circumstances? The responses in this in-depth interview are thought-provoking and should help remove some of the hesitation some designers feel about taking on such projects. Also in this issue is an article about the Zeitz Museum of Contemporary Art Africa in Cape Town, for which an impressive CI was produced. And we have an interview with the creatives at Snøhetta, who explain their interdisciplinary approach in joint architecture-graphic design projects. The Dutch studio Graphic Surgery loves the large canvas, while Migliore + Servetto excel in design for major events. We were also attracted by the CI for the Big Beautiful Buildings initiative, and so we talked to the initiators as well as the creatives (Konter) about the interaction in terms of content and form. And, last but not least, Spaceagency brings the future of space a little closer to us with their fantastic installations. Our brand story this month examines the long history of Miele, and features some interesting adverts through the decades. In our Typography section, we chose a particularly exciting field this time: film intros which often contain some exceptional typographic solutions. I would like to draw your attention to the topical subject covered this month by our lawyer Andrijana Kojic: The new data protection regulations are causing some confusion – in novum you can get a clear explanation of the main points. Once again the Showroom section is a highlight of colour and inspiration. The bright, beautiful illustrations of Zebu are sure to delight, as will the fine visual identities created by Turkish designer Nese Nogay. Also lined up for you is the first-class portfolio of Blürbstudio and, last but not least, for our New Talents Berlin series, Felix Wiesner interviews a particularly creative duo in the capital: Jacob | Reischel, admired for their amazing set designs, attractively clean photo design and their own unique imagery! The cover Carved in stone – you could almost say that of the cover of this month’s novum: Fuego Stone (available from Papyrus) was the perfect paper for our purpose, aptly expressing the content of this issue. All that was needed was just a little colour ... in this case a Pantone spot colour (805). Via windows, our Art Director Tobias Holzmann gives us a chance to explore the diverse world of architecture. The Paper Available in the currently very popular grey and black tones, Fuego Stone has a unique surface feel, coupled with a high volume and a fascinating matt finish. The paper is available for immediate delivery in 90 to 400 gsm, deep black is also delivered in 500 and 700 gsm. Matching envelopes are of course also supplied. For our cover we chose the elegant colour Stone Grey in 250 gsm on which the spot colour we worked with comes out particularly well. Showroom: Zebu (GER) Nese Nogay (TUR) Blürbstudio (POL) New Talents Berlin: Jacob | Reischel novum+ M&C Saatchi Abel (Zeitz Museum of Contemporary Art Africa) (ZAF) Graphic Surgery (NLD) Snøhetta (SWE) Konter / Big Beautiful Buildings (GER) Spaceagency (GBR) Migliore + Servetto (ITA) Designgruppe Koop (GER) Cover: Tobias Holzmann (GER) Paper: Fuego Stone (Papyrus) Photos: Tobias Holzmann Offset-Print: f&w Druck- und Mediencenter En ligne : https://novum.graphics/en/news/interviews/detail/out-now-novum-0618/ [n° ou bulletin]  est un bulletin de Novum 06.18 - 2018-06-12 [texte imprimé] . - 2018. Langues : Allemand (ger) Anglais (eng) Catégories : Carnets de croquis Communication en marketing Couleurs -- Dans l'art -- Illustrations Design interactif Illustrations des livres -- 21e siècle Littérature pour la jeunesse Livres -- Couvertures Miele -- Affiches Produits cosmétiques -- Conditionnement Signaux et signalisation Typographie -- 21e siècle Index. décimale : 766 Arts graphiques Résumé : The new novum is here and this month it explores that exciting intersection between architecture and design. And there is much to explore – such as visual identities derived from the architecture, orientation systems that respond to the need for inclusive design and facades that enhance our environment with attractive graphic design. As always, we also feature a range of recent projects and diverse articles in the Showroom section. Also, this month’s cover offers inspiration and haptic delight. Note de contenu : We also present an interview with Andreas Koop, who has already completed numerous projects in which inclusive design has been an important part. Does the need for this kind of universal accessibility hinder good design or can it in fact be an exciting challenge? Is inclusive design possible and sensible in all circumstances? The responses in this in-depth interview are thought-provoking and should help remove some of the hesitation some designers feel about taking on such projects. Also in this issue is an article about the Zeitz Museum of Contemporary Art Africa in Cape Town, for which an impressive CI was produced. And we have an interview with the creatives at Snøhetta, who explain their interdisciplinary approach in joint architecture-graphic design projects. The Dutch studio Graphic Surgery loves the large canvas, while Migliore + Servetto excel in design for major events. We were also attracted by the CI for the Big Beautiful Buildings initiative, and so we talked to the initiators as well as the creatives (Konter) about the interaction in terms of content and form. And, last but not least, Spaceagency brings the future of space a little closer to us with their fantastic installations. Our brand story this month examines the long history of Miele, and features some interesting adverts through the decades. In our Typography section, we chose a particularly exciting field this time: film intros which often contain some exceptional typographic solutions. I would like to draw your attention to the topical subject covered this month by our lawyer Andrijana Kojic: The new data protection regulations are causing some confusion – in novum you can get a clear explanation of the main points. Once again the Showroom section is a highlight of colour and inspiration. The bright, beautiful illustrations of Zebu are sure to delight, as will the fine visual identities created by Turkish designer Nese Nogay. Also lined up for you is the first-class portfolio of Blürbstudio and, last but not least, for our New Talents Berlin series, Felix Wiesner interviews a particularly creative duo in the capital: Jacob | Reischel, admired for their amazing set designs, attractively clean photo design and their own unique imagery! The cover Carved in stone – you could almost say that of the cover of this month’s novum: Fuego Stone (available from Papyrus) was the perfect paper for our purpose, aptly expressing the content of this issue. All that was needed was just a little colour ... in this case a Pantone spot colour (805). Via windows, our Art Director Tobias Holzmann gives us a chance to explore the diverse world of architecture. The Paper Available in the currently very popular grey and black tones, Fuego Stone has a unique surface feel, coupled with a high volume and a fascinating matt finish. The paper is available for immediate delivery in 90 to 400 gsm, deep black is also delivered in 500 and 700 gsm. Matching envelopes are of course also supplied. For our cover we chose the elegant colour Stone Grey in 250 gsm on which the spot colour we worked with comes out particularly well. Showroom: Zebu (GER) Nese Nogay (TUR) Blürbstudio (POL) New Talents Berlin: Jacob | Reischel novum+ M&C Saatchi Abel (Zeitz Museum of Contemporary Art Africa) (ZAF) Graphic Surgery (NLD) Snøhetta (SWE) Konter / Big Beautiful Buildings (GER) Spaceagency (GBR) Migliore + Servetto (ITA) Designgruppe Koop (GER) Cover: Tobias Holzmann (GER) Paper: Fuego Stone (Papyrus) Photos: Tobias Holzmann Offset-Print: f&w Druck- und Mediencenter En ligne : https://novum.graphics/en/news/interviews/detail/out-now-novum-0618/

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11.17 - 2017-11-13 (Bulletin de Novum)  

Public ISBD [n° ou bulletin]  est un bulletin de Novum Titre : 11.17 - 2017-11-13 Type de document : texte imprimé Année de publication : 2017 Note générale : Electrifying 12.10.2017 Charles Eames once said: »The details are not the details. They make the design«. And in this month’s novum we are putting those very details centre-stage, as we look at the small components that make a design distinctive and unique. We also feature an interesting interview with the internationally famous creatives from Snask and the fantastic collages by Elisa Vendramin; we glimpse behind the scenes at the British studio Iwant, and peruse the amazing portfolio of konter… Langues : Allemand (ger) Anglais (eng) Catégories : Aliments -- Conditionnement Architecture -- Dessins et plans Arts graphiques - Couleur Arts graphiques -- 21e siècle Arts graphiques -- Typographie Collage (art) Communication en marketing Communication visuelle -- 21e siècle Détails (art) Halbert, Michael Illustration -- technique Livres -- Mise en page Livres d'artistes Marques de commerce - Marketing Restaurants -- Aménagement Snask (Firm) Travail du papier Typographie - Design Wrigley, William (1861-1932) Index. décimale : 766 Arts graphiques Résumé : Small cause, large effect – that is true not only of the famous »butterfly effect«. It applies also to so many other things in daily life and of course it applies to graphic design. A detail such as bold use of just one impressive colour can make all the difference. We think you´ll agree this technique has certainly produced an eye-catching result on this month´s cover, of which there is not one, but two variants! As regards content, the focus is our novum+ section is exclusively on details: For this we talked to type guru Friedrich Forssmann about the obsessiveness that is essential for any typographer, conducted an interview with designer-craftswoman Katja Knahn and explored the new visual identity of City College in New York. We also had a very productive chat with Carlos Magro, Creative Director at Interbrand Spain, about his unusual CD – called »Mind the Gap« – for an international firm of lawyers. And we feature a jaw-dropping interior design for a restaurant – with walls lined with thousands of bones. Cadena of Mexico tells us how their design came about. In the Showroom this time, we have a diversity of styles and genres: Fantastic collages from Elisa Vendramin await your inspection, along with sophisticated packaging from British studio Iwant. Plus we reveal how design greats Snask with their rock ‘n’ roll discipline made it to the top – and not only with their redesign for North Korea. Beatriz Costo often lets her creativity flow into editorial design projects, and our cover designers – Dortmund-based design studio konter – show us their inspiring portfolio. How do you protect creative titles? This is the question tackled by lawyer Andrijana Kojic; she gives practical advice in her legal column. And Andreas Koop in his column muses on why, even in design commissions for industry, so much trickery and cheating goes on … unreal realities! And – did you know that Wrigley´s now iconic chewing gum was actually not the manufacturer’s own product at all in the early days? From give-away to world fame – find out more about this exciting brand story…. The cover If you want to be subtle, then avoid Electric Blood and Vibrant Arsenic from the Action range of papermakers Gmund. But if you want to make a splash, then you´ll be very, very happy with this material. Electric Blood is a very specific colour – somewhere between red and orange with an almost neon-like effect. A special surface treatment, applied after the paper has been produced, gives it that distinctive shimmer. Vibrant Arsenic, with the same surface, is a resplendent pure neon yellow. We have used both in producing the cover for this month´s novum, but whichever one you have ended up with, there’s no chance of losing it on your shelves. All the ten expressive colours in Gmund Action – available from Papyrus – keep their promise: Go to Hell Black, Alpine Sparkling Water, Crystal Vanilla Sorbet, Nuclear Acid, Clear Sky Blue, Pastel Heart Attack, Night Offshore Blue, Dark Silver Cloud and of course also Vibrant Arsenic und Electric Blood. Whether you use them for packaging or envelopes, this colour range really grabs the attention. Available in 300 to 430 gsm, any application is guaranteed to get noticed. So, for communication that really stands out, choose a muted colour for the letter and put it in one of these Gmund Action envelopes. The finish Any complicated processing of these visually prominent materials would almost be one detail too far, so the designers at konter studio limited themselves to the contrast-rich progression in one special colour (Pantone 286 C) and a fine embossing carefully finished with hot foil. Thus finished, their artwork uniquely interprets the focus theme this month in a unique way: »Complexity, yes. Sometimes simple but hidden, allows playfulness« … to be discovered on the back cover of this issue. »We love the details. Very often it´s not the overall picture that we delight in, but the tiny, hidden, special aspects, that sometimes can be implemented without an enormous budget. And things really get rewarding when have the opportunity to spend time on such details. So what we produced here is a motif that at first sight is just a burst of colour, but on closer inspection you see the delicate embossing and the hidden content,« say Michelle Flunger and Sascha Schilling of konter – Studio für Gestaltung. The foil embossing was done by the Forum Prägefolien Veredelung, a society of finishing experts and specialists offering advice and services in the different types of hot foil stamping, from micro-embossing to structure, relief and blind blocking. www.look-and-feel.net novum+ Cadena (MEX) Michael Halbert (USA) Campbell Hay (GBR) Friedrich Forssman (GER) Katja Knahn (GER) Interbrand (ESP) Menos Es Más (ESP) Showroom Snask (SWE) Iwant Design (GBR) Beatriz Costo (ESP) Konter (GER) Elisa Vendramin (ITA) Neue Typgraphie, Teil VI Paper: Gmund Action, Papyrus, www.papyrus.com Offset printing: f&w Druck- und Mediencenter Embossing and hot foil: Forum Prägefolien Veredelung, www.look-and-feel.net Cover design: konter, www.studiokonter.de Special colour: Pantone 286 C Photos: Tobias Holzmann En ligne : https://novum.graphics/en/magazine/current-issue/detail/novum-1117/ [n° ou bulletin]  est un bulletin de Novum 11.17 - 2017-11-13 [texte imprimé] . - 2017. Electrifying 12.10.2017 Charles Eames once said: »The details are not the details. They make the design«. And in this month’s novum we are putting those very details centre-stage, as we look at the small components that make a design distinctive and unique. We also feature an interesting interview with the internationally famous creatives from Snask and the fantastic collages by Elisa Vendramin; we glimpse behind the scenes at the British studio Iwant, and peruse the amazing portfolio of konter… Langues : Allemand (ger) Anglais (eng) Catégories : Aliments -- Conditionnement Architecture -- Dessins et plans Arts graphiques - Couleur Arts graphiques -- 21e siècle Arts graphiques -- Typographie Collage (art) Communication en marketing Communication visuelle -- 21e siècle Détails (art) Halbert, Michael Illustration -- technique Livres -- Mise en page Livres d'artistes Marques de commerce - Marketing Restaurants -- Aménagement Snask (Firm) Travail du papier Typographie - Design Wrigley, William (1861-1932) Index. décimale : 766 Arts graphiques Résumé : Small cause, large effect – that is true not only of the famous »butterfly effect«. It applies also to so many other things in daily life and of course it applies to graphic design. A detail such as bold use of just one impressive colour can make all the difference. We think you´ll agree this technique has certainly produced an eye-catching result on this month´s cover, of which there is not one, but two variants! As regards content, the focus is our novum+ section is exclusively on details: For this we talked to type guru Friedrich Forssmann about the obsessiveness that is essential for any typographer, conducted an interview with designer-craftswoman Katja Knahn and explored the new visual identity of City College in New York. We also had a very productive chat with Carlos Magro, Creative Director at Interbrand Spain, about his unusual CD – called »Mind the Gap« – for an international firm of lawyers. And we feature a jaw-dropping interior design for a restaurant – with walls lined with thousands of bones. Cadena of Mexico tells us how their design came about. In the Showroom this time, we have a diversity of styles and genres: Fantastic collages from Elisa Vendramin await your inspection, along with sophisticated packaging from British studio Iwant. Plus we reveal how design greats Snask with their rock ‘n’ roll discipline made it to the top – and not only with their redesign for North Korea. Beatriz Costo often lets her creativity flow into editorial design projects, and our cover designers – Dortmund-based design studio konter – show us their inspiring portfolio. How do you protect creative titles? This is the question tackled by lawyer Andrijana Kojic; she gives practical advice in her legal column. And Andreas Koop in his column muses on why, even in design commissions for industry, so much trickery and cheating goes on … unreal realities! And – did you know that Wrigley´s now iconic chewing gum was actually not the manufacturer’s own product at all in the early days? From give-away to world fame – find out more about this exciting brand story…. The cover If you want to be subtle, then avoid Electric Blood and Vibrant Arsenic from the Action range of papermakers Gmund. But if you want to make a splash, then you´ll be very, very happy with this material. Electric Blood is a very specific colour – somewhere between red and orange with an almost neon-like effect. A special surface treatment, applied after the paper has been produced, gives it that distinctive shimmer. Vibrant Arsenic, with the same surface, is a resplendent pure neon yellow. We have used both in producing the cover for this month´s novum, but whichever one you have ended up with, there’s no chance of losing it on your shelves. All the ten expressive colours in Gmund Action – available from Papyrus – keep their promise: Go to Hell Black, Alpine Sparkling Water, Crystal Vanilla Sorbet, Nuclear Acid, Clear Sky Blue, Pastel Heart Attack, Night Offshore Blue, Dark Silver Cloud and of course also Vibrant Arsenic und Electric Blood. Whether you use them for packaging or envelopes, this colour range really grabs the attention. Available in 300 to 430 gsm, any application is guaranteed to get noticed. So, for communication that really stands out, choose a muted colour for the letter and put it in one of these Gmund Action envelopes. The finish Any complicated processing of these visually prominent materials would almost be one detail too far, so the designers at konter studio limited themselves to the contrast-rich progression in one special colour (Pantone 286 C) and a fine embossing carefully finished with hot foil. Thus finished, their artwork uniquely interprets the focus theme this month in a unique way: »Complexity, yes. Sometimes simple but hidden, allows playfulness« … to be discovered on the back cover of this issue. »We love the details. Very often it´s not the overall picture that we delight in, but the tiny, hidden, special aspects, that sometimes can be implemented without an enormous budget. And things really get rewarding when have the opportunity to spend time on such details. So what we produced here is a motif that at first sight is just a burst of colour, but on closer inspection you see the delicate embossing and the hidden content,« say Michelle Flunger and Sascha Schilling of konter – Studio für Gestaltung. The foil embossing was done by the Forum Prägefolien Veredelung, a society of finishing experts and specialists offering advice and services in the different types of hot foil stamping, from micro-embossing to structure, relief and blind blocking. www.look-and-feel.net novum+ Cadena (MEX) Michael Halbert (USA) Campbell Hay (GBR) Friedrich Forssman (GER) Katja Knahn (GER) Interbrand (ESP) Menos Es Más (ESP) Showroom Snask (SWE) Iwant Design (GBR) Beatriz Costo (ESP) Konter (GER) Elisa Vendramin (ITA) Neue Typgraphie, Teil VI Paper: Gmund Action, Papyrus, www.papyrus.com Offset printing: f&w Druck- und Mediencenter Embossing and hot foil: Forum Prägefolien Veredelung, www.look-and-feel.net Cover design: konter, www.studiokonter.de Special colour: Pantone 286 C Photos: Tobias Holzmann En ligne : https://novum.graphics/en/magazine/current-issue/detail/novum-1117/

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Brand content / Daniel Bô

Public ISBD Titre : Brand content : comment les marques se transforment en médias / Type de document : texte imprimé Auteurs : Daniel Bô ; Matthieu Guével Editeur : Paris : Dunod Année de publication : 2009 Importance : xx, 202 p., viii p. de pl. Présentation : ill. en coul. Format : 21 cm ISBN/ISSN/EAN : 978-2-10-053379-4 Note générale : Daniel Bô est le Pdg fondateur de l'institut d'études QualiQuanti. Ancien publicitaire (Saatchi, Lintas, Equateur), il est diplômé d'HEC et de Sciences Com. Matthieu Guével est directeur d'études marketing chez QualiQuanti. Spécialiste en communication des marques, il est diplômé d'HEC et docteur en philosophie. Catégories : Branding Business communication Communication dans les organisations Communication en marketing Marques de commerce Médias -- Aspect économique Stratégie de marque Trademarks Index. décimale : 766:658.8 Marketing Résumé : Note de contenu : Depuis le lancement du Guide Michelin et les premières blagues Carambar, les contenus éditoriaux créés par des marques n'ont cessé de se diversifier. En complément des messages publicitaires traditionnels, les marques produisent aujourd'hui des contenus éditoriaux de plus en plus élaborés (mini films, magazines, jeux vidéos, web tv...) jusqu'à devenir des médias à part entière. Le brand content est en plein essor. Pour la première fois, un livre fait le point sur les enjeux de ce phénomène, à partir de cas concrets, de témoignages de praticiens et d'éclairages théoriques : Les spécificités du brand content face au message publicitaire : bénéfice direct, création d'ensembles culturels intégrés, relation au public, nouveau rapport au temps. Les différents types de contenus : divertissant informatif ou pratique, rédactionnel ou vidéo, professionnel ou grand public... Les conditions de réussite : orchestrer la visibilité, veiller à la qualité éditoriale, évaluer, le retour sur investissement... Les stratégies pour les agences, annonceurs, producteurs : comment le brand content réorganise les métiers de la communication. Brand content : comment les marques se transforment en médias / [texte imprimé] / Daniel Bô ; Matthieu Guével . - Paris  : Dunod, 2009 . - xx, 202 p., viii p. de pl. : ill. en coul. ; 21 cm. ISBN : 978-2-10-053379-4 Daniel Bô est le Pdg fondateur de l'institut d'études QualiQuanti. Ancien publicitaire (Saatchi, Lintas, Equateur), il est diplômé d'HEC et de Sciences Com. Matthieu Guével est directeur d'études marketing chez QualiQuanti. Spécialiste en communication des marques, il est diplômé d'HEC et docteur en philosophie. Catégories : Branding Business communication Communication dans les organisations Communication en marketing Marques de commerce Médias -- Aspect économique Stratégie de marque Trademarks Index. décimale : 766:658.8 Marketing Résumé : Note de contenu : Depuis le lancement du Guide Michelin et les premières blagues Carambar, les contenus éditoriaux créés par des marques n'ont cessé de se diversifier. En complément des messages publicitaires traditionnels, les marques produisent aujourd'hui des contenus éditoriaux de plus en plus élaborés (mini films, magazines, jeux vidéos, web tv...) jusqu'à devenir des médias à part entière. Le brand content est en plein essor. Pour la première fois, un livre fait le point sur les enjeux de ce phénomène, à partir de cas concrets, de témoignages de praticiens et d'éclairages théoriques : Les spécificités du brand content face au message publicitaire : bénéfice direct, création d'ensembles culturels intégrés, relation au public, nouveau rapport au temps. Les différents types de contenus : divertissant informatif ou pratique, rédactionnel ou vidéo, professionnel ou grand public... Les conditions de réussite : orchestrer la visibilité, veiller à la qualité éditoriale, évaluer, le retour sur investissement... Les stratégies pour les agences, annonceurs, producteurs : comment le brand content réorganise les métiers de la communication.

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La création de contenus au cœur de la stratégie de communication / Nicolas Oliveri 

Public ISBD Titre : La création de contenus au cœur de la stratégie de communication : Storytelling, brand content, inbound marketing Type de document : texte imprimé Auteurs : Nicolas Oliveri, Auteur ; Manuel Espinosa (19..-....), Auteur ; Christelle Waty-Viarouge, Auteur Editeur : Paris : L'harmattan Année de publication : 2017 Importance : 1 vol. (200 p.) Format : 22 cm ISBN/ISSN/EAN : 978-2-343-13108-5 Prix : 19 EUR Note générale : Bibliogr. et webliogr. p. 161-180 Langues : Français (fre) Catégories : Communication en marketing Marketing digital Storytelling Stratégie de marque Index. décimale : 766:658.8 Marketing Résumé : La création de contenus originaux et interactifs (vidéos, tutoriels, blogs, web-séries, etc.) transforme en profondeur la manière de communiquer des entreprises. Qu'il s'agisse de storytelling, de brand content, et plus récemment d'inbound marketing, jamais l'art de raconter l'histoire d'une marque, d'un produit ou d'un service, n'a été aussi fondamental dans l'élaboration de la stratégie de communication. A l'heure d'une digitalisation massive des pratiques de consommation des particuliers mais également des professionnels, la conception de contenus qualitatifs, distinctifs et attractifs, redynamise fortement l'expérience client, en faisant circuler des valeurs fortes et désormais directement partagées en ligne par les consommateurs. Cet ouvrage, conçu comme une boîte à outils opérationnelle, propose une approche à la fois théorique du storytelling, du brand content et du "marketing entrant", mais également pratique, avec de nombreux exemples, études de cas, conseils de professionnels ou recommandations de terrain, afin d'intégrer efficacement la création de contenus au coeur de sa stratégie de communication. La création de contenus au cœur de la stratégie de communication : Storytelling, brand content, inbound marketing [texte imprimé] / Nicolas Oliveri, Auteur ; Manuel Espinosa (19..-....), Auteur ; Christelle Waty-Viarouge, Auteur . - Paris : L'harmattan, 2017 . - 1 vol. (200 p.) ; 22 cm. ISBN : 978-2-343-13108-5 : 19 EUR Bibliogr. et webliogr. p. 161-180 Langues : Français (fre) Catégories : Communication en marketing Marketing digital Storytelling Stratégie de marque Index. décimale : 766:658.8 Marketing Résumé : La création de contenus originaux et interactifs (vidéos, tutoriels, blogs, web-séries, etc.) transforme en profondeur la manière de communiquer des entreprises. Qu'il s'agisse de storytelling, de brand content, et plus récemment d'inbound marketing, jamais l'art de raconter l'histoire d'une marque, d'un produit ou d'un service, n'a été aussi fondamental dans l'élaboration de la stratégie de communication. A l'heure d'une digitalisation massive des pratiques de consommation des particuliers mais également des professionnels, la conception de contenus qualitatifs, distinctifs et attractifs, redynamise fortement l'expérience client, en faisant circuler des valeurs fortes et désormais directement partagées en ligne par les consommateurs. Cet ouvrage, conçu comme une boîte à outils opérationnelle, propose une approche à la fois théorique du storytelling, du brand content et du "marketing entrant", mais également pratique, avec de nombreux exemples, études de cas, conseils de professionnels ou recommandations de terrain, afin d'intégrer efficacement la création de contenus au coeur de sa stratégie de communication.

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Les fondamentaux du branding / Mélissa Davis

Public ISBD Titre : Les fondamentaux du branding Type de document : texte imprimé Auteurs : Mélissa Davis, Auteur ; Sophie Renaut, Traducteur Editeur : [Paris] : Pyramyd Année de publication : 2012 Collection : Les Fondamentaux de... Importance : 1 vol. (183 p.) Présentation : ill. en noir et blanc, ill. en coul., couv. ill. en coul. Format : 23 cm ISBN/ISSN/EAN : 978-2-35017-242-2 Prix : 29,90 EUR Langues : Français (fre) Langues originales : Anglais (eng) Catégories : Branding Communication en marketing Marques de commerce Stratégie de marque Index. décimale : 766:658.8 Marketing Résumé : Branding donne un aperçu complet de la stratégie de marque, autrement dit du branding. Ce mot à la mode s'avère être l'élément clé de la communication entre l'entreprise et son public. C'est pourquoi le rôle de la marque a pris un essor considérable et touche aujourd'hui tous les secteurs de la société. Ce livre explore, en six chapitres, les différente aspects du branding, tels que les valeurs et la stratégie des marques, ou encore les tendances et innovations qui influencent le branding d'aujourd'hui. Chaque point abordé est enrichi d'illustrations, d'exemples, d'études de cas et de témoignage; dévoilant tous les secrets du branding. Cet ouvrage à visée didactique constitue une approche enrichissante à la fois pour les professionnels en quête de connaissances pratiques et théoriques et pour les étudiants soucieux d'en apprendre un peu plus sur le phénomène. Les fondamentaux du branding [texte imprimé] / Mélissa Davis, Auteur ; Sophie Renaut, Traducteur . - [Paris] : Pyramyd, 2012 . - 1 vol. (183 p.) : ill. en noir et blanc, ill. en coul., couv. ill. en coul. ; 23 cm. - (Les Fondamentaux de...) . ISBN : 978-2-35017-242-2 : 29,90 EUR Langues : Français (fre) Langues originales : Anglais (eng) Catégories : Branding Communication en marketing Marques de commerce Stratégie de marque Index. décimale : 766:658.8 Marketing Résumé : Branding donne un aperçu complet de la stratégie de marque, autrement dit du branding. Ce mot à la mode s'avère être l'élément clé de la communication entre l'entreprise et son public. C'est pourquoi le rôle de la marque a pris un essor considérable et touche aujourd'hui tous les secteurs de la société. Ce livre explore, en six chapitres, les différente aspects du branding, tels que les valeurs et la stratégie des marques, ou encore les tendances et innovations qui influencent le branding d'aujourd'hui. Chaque point abordé est enrichi d'illustrations, d'exemples, d'études de cas et de témoignage; dévoilant tous les secrets du branding. Cet ouvrage à visée didactique constitue une approche enrichissante à la fois pour les professionnels en quête de connaissances pratiques et théoriques et pour les étudiants soucieux d'en apprendre un peu plus sur le phénomène.

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Code-barres	Cote	Support	Localisation	Section	Disponibilité
SL 20541	766:658.8 DAV	Livre	ESA Saint-Luc	Beaux-Arts - Biblio	Disponible

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