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Whether stores, institutions or companies, brands are promises embodied by tangible proof. Firstly, through the quality of their products and services; secondly, through the attitude of those communicating them, the signals they emit, the exchanges and interactions engendered by digital technology, and the words that make up their languages.
Their emergence depends on mastering all these ingredients so that they can enhance their legitimacy and appeal with over-informed, over-stimulated audiences that are now volatile and sceptical. These augmented brands are orchestrated by 150 territorial designers (strategists, creatives and consultants), giving them a head-start over the transformations affecting them.