{"id":7220,"date":"2023-11-29T15:26:38","date_gmt":"2023-11-29T14:26:38","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?page_id=7220"},"modified":"2023-11-29T16:53:26","modified_gmt":"2023-11-29T15:53:26","slug":"exorcisme-de-marque","status":"publish","type":"page","link":"https:\/\/blackthornsdesign.com\/en\/methodes\/exorcisme-de-marque\/","title":{"rendered":"Give your company (or your customer) a new lease on life with our complete identity redesign guide."},"content":{"rendered":"\n<div class=\"wp-block-uagb-container uagb-block-ca36eb6b alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-container uagb-block-3cae69da\">\n<div class=\"wp-block-uagb-image uagb-block-26d75833 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-zoomin wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/Guide-Exorcisme-2024-Cover-trans.jpg\" alt=\"Un guide rebranding complet pour les agences de communication, marques et entreprises\" class=\"uag-image-7221\" width=\"700\" height=\"857\" title=\"\" loading=\"lazy\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-0cd12d1a\">\n<p class=\"has-text-align-left\">Notre guide complet du processus de rebranding vous d\u00e9voile \u00e9tape par \u00e9tape notre m\u00e9thode pour red\u00e9finir l&rsquo;identit\u00e9 de nos clients pour booster leur image et leurs ventes. Au sommaire de ce guide PDF de 37 pages :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les raisons qui justifient un rebranding<\/li>\n\n\n\n<li>Comment pr\u00e9parer votre projet de rebranding<\/li>\n\n\n\n<li>L&rsquo;analyse de votre situation actuelle<\/li>\n\n\n\n<li>La d\u00e9finition de votre nouvelle strat\u00e9gie de marque<\/li>\n\n\n\n<li>La cr\u00e9ation de votre nouvelle identit\u00e9 visuelle et verbale<\/li>\n\n\n\n<li>Le plan de lancement et de d\u00e9ploiement<\/li>\n\n\n\n<li>Les cl\u00e9s d&rsquo;un rebranding r\u00e9ussi<\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-d83bf49e alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-call-to-action uagb-block-bb972d9a wp-block-button\"><div class=\"uagb-cta__wrap\"><\/div><div class=\"uagb-cta__buttons\"><a href=\"https:\/\/buy.stripe.com\/dR69Dv5lH77Pe9GbIT\" class=\"uagb-cta__button-link-wrapper wp-block-button__link\" target=\"_blank\" rel=\"noopener noreferrer\">\u2192 CommandeZ D\u00c8S MAINTENANT NOTRE GUIDE &#8211; 39 \u20ac<\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-dd62324a alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-cfcbf7fe wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/book_Exorcisme_Hero_Cover.jpg\" alt=\"Guide de Refonte de d'identit\u00e9 de marque\" class=\"uag-image-7223\" width=\"2500\" height=\"1406\" title=\"\" loading=\"lazy\" \/><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-27865afd alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p>Bas\u00e9 sur plus de 14 ans d&rsquo;exp\u00e9rience en strat\u00e9gie de marque, ce guide pratique vous apporte une vue 360\u00b0 du processus de rebranding. Que vous soyez une marque en pleine transformation, une agence de communication ou un designer ind\u00e9pendant en qu\u00eate d&rsquo;apprentissage permanent, vous y trouverez :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Des explications didactiques \u00e9tape par \u00e9tape<\/li>\n\n\n\n<li>Des exemples concrets de marques<\/li>\n\n\n\n<li>Des mod\u00e8les et des exercices<\/li>\n\n\n\n<li>Des conseils d&rsquo;expert pour \u00e9viter les pi\u00e8ges<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-left\"><strong>Contenu du GUIDE<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><strong>INTRODUCTION<\/strong><\/p>\n\n\n\n<p><strong>CHAPITRE 0 : LES (BONNES) RAISONS POUR ENTREPRENDRE UN EXORCISME DE MARQUE<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Votre image actuelle nuit \u00e0 votre business<\/li>\n\n\n\n<li>Votre identit\u00e9 ne refl\u00e8te plus la direction que vous voulez donner \u00e0 votre entreprise<\/li>\n\n\n\n<li>Vous op\u00e9rez des changements majeurs en interne<\/li>\n\n\n\n<li>Votre image actuelle ne vous correspond plus<\/li>\n\n\n\n<li>Vous r\u00e9organisez votre <a class=\"wpil_keyword_link\" href=\"https:\/\/blackthornsdesign.com\/blog\/happy-hour\/architecture-de-marque-le-role-de-votre-marque-mere-dans-la-decision-d-achat\/\" title=\"Architecture de marque : le r\u00f4le de votre marque m\u00e8re dans la d\u00e9cision d&rsquo;achat\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"63416\">architecture de marque<\/a><\/li>\n<\/ol>\n\n\n\n<p><strong>CHAPITRE 1 : BIEN PR\u00c9PARER SON EXORCISME<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Formez le cercle des grands druides (aka l\u2019\u00e9quipe ex\u00e9cutive)<\/li>\n\n\n\n<li>D\u00e9finissez les objectifs business et marketing<\/li>\n\n\n\n<li>Comprenez les attentes des parties prenantes<\/li>\n\n\n\n<li>Choisissez une agence de com\u2019 sp\u00e9cialis\u00e9e en branding<\/li>\n<\/ol>\n\n\n\n<p><strong>CHAPITRE 2 : RECHERCHE &amp; STRAT\u00c9GIE<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Analysez l\u2019identit\u00e9 de marque actuelle et votre positionnement<\/li>\n\n\n\n<li>\u00c9tudiez le march\u00e9, les concurrents et les tendances<\/li>\n\n\n\n<li>Menez des \u00e9tudes consommateurs<\/li>\n\n\n\n<li>D\u00e9finissez votre strat\u00e9gie de positionnement<\/li>\n<\/ol>\n\n\n\n<p><strong>CHAPITRE 3 : CR\u00c9ATION DE L\u2019IDENTIT\u00c9 DE MARQUE<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Cr\u00e9ez les \u00e9l\u00e9ments visuels cl\u00e9s<\/li>\n\n\n\n<li>R\u00e9digez les \u00e9l\u00e9ments verbaux associ\u00e9s<\/li>\n\n\n\n<li>Validez l\u2019identit\u00e9 de marque exorcis\u00e9e<\/li>\n<\/ol>\n\n\n\n<p><strong>CHAPITRE 4 : LANCEMENT ET D\u00c9PLOIEMENT<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Planifiez en d\u00e9tail le lancement en interne et en externe<\/li>\n\n\n\n<li>Mettez \u00e0 jour de mani\u00e8re coh\u00e9rente tous les assets de marque<\/li>\n\n\n\n<li>Formez vos \u00e9quipes et cr\u00e9ez des ambassadeurs<\/li>\n\n\n\n<li>Communiquez largement sur ce rebranding<\/li>\n<\/ol>\n\n\n\n<p><strong>\u00c9PILOGUE<\/strong><\/p>\n\n\n\n<p>\u2192 D\u00e9livr\u00e9 au format PDF.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-image uagb-block-3b5385e5 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/all_pages_1920-977x1140.jpg\" alt=\"Refonte de d'identit\u00e9 de marque - pages\" class=\"uag-image-7224\" width=\"1920\" height=\"2240\" title=\"\" loading=\"lazy\" \/><\/figure><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-fe1cc8cd alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-call-to-action uagb-block-390bb3dd wp-block-button\"><div class=\"uagb-cta__wrap\"><\/div><div class=\"uagb-cta__buttons\"><a href=\"https:\/\/buy.stripe.com\/dR69Dv5lH77Pe9GbIT\" class=\"uagb-cta__button-link-wrapper wp-block-button__link\" target=\"_blank\" rel=\"noopener noreferrer\">\u2192 CommandeZ D\u00c8S MAINTENANT NOTRE GUIDE &#8211; 39 \u20ac<\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-46f103c3 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading has-text-align-center caps margin-bottom-xl\">FAQ sur l&rsquo;exorcisme de marque (rebranding)<\/h2>\n\n\n<div class=\"wp-block-uagb-faq uagb-faq__outer-wrap uagb-block-69de9a9b uagb-faq-icon-row uagb-faq-layout-accordion uagb-faq-expand-first-true uagb-faq-inactive-other-true uagb-faq__wrap uagb-buttons-layout-wrap uagb-faq-equal-height     \" data-faqtoggle=\"true\" role=\"tablist\"><script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"@id\":\"https:\\\/\\\/blackthornsdesign.com\\\/en\\\/methodes\\\/exorcisme-de-marque\\\/\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"C'est quoi un exorcisme de marque ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Le terme \\\"exorcisme de marque\\\" a \\u00e9t\\u00e9 invent\\u00e9 par le Studio Blackthorns pour d\\u00e9signer leur approche des projets de rebranding, repositionnement et refonte d'identit\\u00e9 de marque. Selon eux, la plupart de leurs clients ont l'impression de faire une v\\u00e9ritable \\\"th\\u00e9rapie de marque\\\" lors des ateliers collaboratifs men\\u00e9s par le Studio Blackthorns pour red\\u00e9finir une marque. C'est de cette id\\u00e9e qu'est n\\u00e9 ce nom original d'\\\"exorcisme de marque\\\" pour qualifier leur d\\u00e9marche. Un exorcisme de marque est donc un processus permettant de red\\u00e9finir l'identit\\u00e9, les valeurs et la raison d'\\u00eatre d'une marque. Il s'agit de revenir aux fondamentaux de la marque pour lui redonner du sens et de la coh\\u00e9rence. Cela implique g\\u00e9n\\u00e9ralement de revoir le positionnement, le storytelling, les visuels, le ton de communication, etc. L'exorcisme de marque permet de relancer une marque en perte de vitesse ou de clarifier les axes strat\\u00e9giques d'une marque.\"}},{\"@type\":\"Question\",\"name\":\"Comment faire un exorcisme de marque ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Plusieurs \\u00e9tapes sont n\\u00e9cessaires pour r\\u00e9aliser un exorcisme de marque efficace :<br>- Audit complet de la marque existante<br>- Analyse du march\\u00e9, des concurrents et des tendances<br>- D\\u00e9finition claire de la raison d'\\u00eatre et des valeurs fondamentales<br>- Red\\u00e9finition de la promesse client<br>- Cr\\u00e9ation d'un nouveau positionnement et storytelling<br>- Refonte de l'identit\\u00e9 visuelle et du ton de communication<br>- D\\u00e9ploiement sur tous les points de contact<br>- Implication des \\u00e9quipes en interne dans la d\\u00e9marche\"}},{\"@type\":\"Question\",\"name\":\"Quels sont les b\\u00e9n\\u00e9fices d'un exorcisme de marque ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Un exorcisme de marque bien men\\u00e9 peut apporter de nombreux b\\u00e9n\\u00e9fices:<br>- Recentrage sur l'essentiel<br>- Clarification de la vision et du positionnement<br>- Renforcement de l'engagement des collaborateurs et des clients<br>- Regain d'int\\u00e9r\\u00eat de la part des consommateurs et des m\\u00e9dias<br>- Am\\u00e9lioration de la satisfaction et de la fid\\u00e9lisation client<br>- Augmentation des ventes et de la part de march\\u00e9<br>- Alignement de toutes les actions marketing et commerciales\"}},{\"@type\":\"Question\",\"name\":\"Qui sont les personnes cl\\u00e9s pour r\\u00e9ussir un exorcisme de marque ?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Plusieurs profils cl\\u00e9s doivent \\u00eatre impliqu\\u00e9s dans un exorcisme de marque r\\u00e9ussi:<br>- La direction g\\u00e9n\\u00e9rale qui pilote la d\\u00e9marche<br>- Les \\u00e9quipes marketing et communication qui d\\u00e9finissent la nouvelle strat\\u00e9gie<br>- Les commerciaux et le service client qui sont en contact avec les consommateurs<br>- Les \\u00e9quipes produit\\\/R&amp;D qui adaptent l'offre si besoin<br>- Un facilitateur externe apportant un regard neuf sur la marque<br>- Des experts en strat\\u00e9gie de marque et branding pour accompagner la d\\u00e9marche\"}}]}<\/script><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-c4bd6790 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">C&rsquo;est quoi un exorcisme de marque ?<\/span><\/div><div class=\"uagb-faq-content\"><p>Le terme \u00ab\u00a0exorcisme de marque\u00a0\u00bb a \u00e9t\u00e9 invent\u00e9 par le Studio Blackthorns pour d\u00e9signer leur approche des projets de rebranding, repositionnement et refonte d&rsquo;identit\u00e9 de marque. Selon eux, la plupart de leurs clients ont l&rsquo;impression de faire une v\u00e9ritable \u00ab\u00a0th\u00e9rapie de marque\u00a0\u00bb lors des ateliers collaboratifs men\u00e9s par le Studio Blackthorns pour red\u00e9finir une marque. C&rsquo;est de cette id\u00e9e qu&rsquo;est n\u00e9 ce nom original d'\u00a0\u00bbexorcisme de marque\u00a0\u00bb pour qualifier leur d\u00e9marche. Un exorcisme de marque est donc un processus permettant de red\u00e9finir l&rsquo;identit\u00e9, les valeurs et la raison d&rsquo;\u00eatre d&rsquo;une marque. Il s&rsquo;agit de revenir aux fondamentaux de la marque pour lui redonner du sens et de la coh\u00e9rence. Cela implique g\u00e9n\u00e9ralement de revoir le positionnement, le storytelling, les visuels, le ton de communication, etc. L&rsquo;exorcisme de marque permet de relancer une marque en perte de vitesse ou de clarifier les axes strat\u00e9giques d&rsquo;une marque.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-8e4aace0 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Comment faire un exorcisme de marque ?<\/span><\/div><div class=\"uagb-faq-content\"><p>Plusieurs \u00e9tapes sont n\u00e9cessaires pour r\u00e9aliser un exorcisme de marque efficace :<br>&#8211; Audit complet de la marque existante<br>&#8211; Analyse du march\u00e9, des concurrents et des tendances<br>&#8211; D\u00e9finition claire de la raison d&rsquo;\u00eatre et des valeurs fondamentales<br>&#8211; Red\u00e9finition de la promesse client<br>&#8211; Cr\u00e9ation d&rsquo;un nouveau positionnement et storytelling<br>&#8211; Refonte de l&rsquo;identit\u00e9 visuelle et du ton de communication<br>&#8211; D\u00e9ploiement sur tous les points de contact<br>&#8211; Implication des \u00e9quipes en interne dans la d\u00e9marche<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-c0599fd6 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Quels sont les b\u00e9n\u00e9fices d&rsquo;un exorcisme de marque ?<\/span><\/div><div class=\"uagb-faq-content\"><p>Un exorcisme de marque bien men\u00e9 peut apporter de nombreux b\u00e9n\u00e9fices:<br>&#8211; Recentrage sur l&rsquo;essentiel<br>&#8211; Clarification de la vision et du positionnement<br>&#8211; Renforcement de l&rsquo;engagement des collaborateurs et des clients<br>&#8211; Regain d&rsquo;int\u00e9r\u00eat de la part des consommateurs et des m\u00e9dias<br>&#8211; Am\u00e9lioration de la satisfaction et de la fid\u00e9lisation client<br>&#8211; Augmentation des ventes et de la part de march\u00e9<br>&#8211; Alignement de toutes les actions marketing et commerciales<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-3c240fa8 \" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\">Qui sont les personnes cl\u00e9s pour r\u00e9ussir un exorcisme de marque ?<\/span><\/div><div class=\"uagb-faq-content\"><p>Plusieurs profils cl\u00e9s doivent \u00eatre impliqu\u00e9s dans un exorcisme de marque r\u00e9ussi:<br>&#8211; La direction g\u00e9n\u00e9rale qui pilote la d\u00e9marche<br>&#8211; Les \u00e9quipes marketing et communication qui d\u00e9finissent la nouvelle strat\u00e9gie<br>&#8211; Les commerciaux et le service client qui sont en contact avec les consommateurs<br>&#8211; Les \u00e9quipes produit\/R&amp;D qui adaptent l&rsquo;offre si besoin<br>&#8211; Un facilitateur externe apportant un regard neuf sur la marque<br>&#8211; Des experts en strat\u00e9gie de marque et branding pour accompagner la d\u00e9marche<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Our complete guide to the rebranding process shows you step-by-step how we redefine our customers' identities to boost their image and sales. This 37-page PDF guide includes: Based on more than <a class=\"read-more\" href=\"https:\/\/blackthornsdesign.com\/en\/methodes\/exorcisme-de-marque\/\">Find out more<\/a><\/p>","protected":false},"author":1,"featured_media":7222,"parent":7229,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"template-exorcisme.php","meta":{"_uag_custom_page_level_css":"","footnotes":""},"class_list":["post-7220","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment mener une refonte d&#039;identit\u00e9 de marque efficace ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la m\u00e9thodologie compl\u00e8te pour r\u00e9ussir une refonte d&#039;identit\u00e9 de marque : audit, strat\u00e9gie, implication des \u00e9quipes, d\u00e9ploiement\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, 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