{"id":916,"date":"2016-03-09T14:59:00","date_gmt":"2016-03-09T14:59:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/03\/09\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/"},"modified":"2016-03-09T14:59:00","modified_gmt":"2016-03-09T14:59:00","slug":"conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/","title":{"rendered":"Conf\u00e9rence \u00ab La brandempathie ou la n\u00e9cessit\u00e9 d&#039;humaniser les marques \u00bb par Sebasti\u00e1n Fern\u00e1ndez de Lara"},"content":{"rendered":"<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">Fin 2015, le <b>IIe Forum de l&#039;AECC<\/b> \u00ab nouveaux sc\u00e9narios, nouveaux d\u00e9fis \u00bb, \u00e0 Madrid, o\u00f9 <b>Sebasti\u00e1n Fern\u00e1ndez de Lara, associ\u00e9 directeur de Hamilton<\/b>, pr\u00e9sente une int\u00e9ressante conf\u00e9rence intitul\u00e9e <i>&quot;<b>empathie de marque<\/b>ou la n\u00e9cessit\u00e9 d\u2019humaniser les marques\u201d<\/i>, qui se d\u00e9veloppe dans le contexte de l\u2019existence \u00ab d\u2019un nouveau consommateur ou d\u2019une nouvelle fa\u00e7on de consommer \u00bb.<o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">R\u00e9fl\u00e9chissez de mani\u00e8re visuelle \u00e0 ce que les consommateurs d&#039;aujourd&#039;hui attendent d&#039;une marque ou d&#039;un centre commercial pour faire partie de leur vie, sur quoi sont bas\u00e9es leurs d\u00e9cisions de choix, s&#039;ils exigent plus qu&#039;une bonne exp\u00e9rience d&#039;achat, quelle importance nous, en tant qu&#039;employ\u00e9s, avons dans cela tout le processus.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 10pt;\">Il expose comment le consommateur fait partie d&#039;une soci\u00e9t\u00e9 avec laquelle il partage une s\u00e9rie de valeurs qu&#039;il recherche \u00e9galement dans les marques pour pouvoir s&#039;identifier \u00e0 elles, \u00e0 travers lesquelles il peut s&#039;exprimer.<\/span><span style=\"color: #595959;\">. <\/span><span style=\"font-size: 10pt;\">Et comment<\/span><span style=\"color: #595959;\"> <\/span><span style=\"font-size: 10pt;\">Les entreprises ne pourront pas vendre leurs marques aux consommateurs si elles ne sont pas capables de sympathiser avec la soci\u00e9t\u00e9 dans laquelle elles op\u00e8rent. Il parle de l&#039;empathie pour la marque comme de la r\u00e9ponse au besoin d&#039;humanisation que la soci\u00e9t\u00e9 et les consommateurs exigent d&#039;une marque pour qu&#039;elle fasse partie de leur vie, qu&#039;ils y croient et se l&#039;approprient.<\/span><span style=\"color: #595959;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #cccccc;\"><br \/><\/span><\/div>\n<div><span style=\"font-size: 10pt;\"><span style=\"color: #cccccc; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\">Il finit par s\u2019interroger sur l\u2019avenir du commerce de d\u00e9tail pour conclure que l\u2019orientation humaine n\u2019est plus une option mais la seule voie possible. Sebasti\u00e1n dit oui \u00e0 l&#039;avenir, \u00e0 travers la technologie, l&#039;innovation, l&#039;imagination et la recherche, mais il souligne que pour qu&#039;une marque grandisse et \u00e9volue dans la soci\u00e9t\u00e9 d&#039;aujourd&#039;hui, de nombreuses doses d&#039;humilit\u00e9, d&#039;humanit\u00e9 et un grand sens de l&#039;humour seront n\u00e9cessaires.<\/span><span style=\"color: #595959; font-family: &quot;univers&quot;;\"><o:p><\/o:p><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-size: 10pt;\"><span style=\"font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><iframe allowfullscreen=\"\" frameborder=\"0\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/SfPb2YSfD5w\" width=\"560\"><\/iframe><\/span><\/span><\/div>\n<div><span style=\"color: #595959; font-family: &quot;arial&quot; , &quot;helvetica&quot; , sans-serif;\"><span style=\"font-size: 13.3333px;\"><br \/><\/span><\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Fin 2015, le 2e Forum de l&#039;AECC \u00ab\u00a0Nouveaux sc\u00e9narios, nouveaux d\u00e9fis\u00a0\u00bb s&#039;est tenu \u00e0 Madrid. Sebasti\u00e1n Fern\u00e1ndez de Lara, associ\u00e9 directeur d&#039;Hamilton, y a donn\u00e9 une conf\u00e9rence int\u00e9ressante intitul\u00e9e \u00ab\u00a0L&#039;empathie pour les marques ou la n\u00e9cessit\u00e9 d&#039;humaniser les marques\u00a0\u00bb. Cette conf\u00e9rence s&#039;inscrivait dans le contexte de l&#039;existence d&#039;un \u00ab\u00a0nouveau consommateur ou [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conferencia \u201cBrandempat\u00eda o la necesidad de humanizar las marcas\u201d por Sebasti\u00e1n Fern\u00e1ndez de Lara -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/conferencia-brandempatia-o-la-necesidad-de-humanizar-las-marcas-por-sebastian-fernandez-de-lara\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" 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