Werner & Mertz⏤ Circular Economy means Sustainable Growth
Version française You probably never heard of Werner and Mertz, but maybe you know Rainett or Greencare PROFESSIONAL, the ecological cleaning products. Born more than 150 years ago, Werner & Mertz is a 100% German family group, pioneer in the manufacture of...
How to create the ultimate customer experience?
Today, customer experience (or CX in marketing jargon) is a key component for a successful business. So, I decided to talk to you about the ultimate customer experience: the community. Before we begin, let's agree on the definition of a community. It's more than a...
Nudge: towards a responsible behaviour?
Version française This month, I decided to focus on a trendy marketing technique called nudge. Just to show you you may not have to budget heavy communication campaigns to educate people and change their behaviours. Let's dig a bit deeper: What is a nudge? The nudge...
Positive innovation, a driving force behind the Bel group
"Sustainability is innovation spelt wrong" once said Hannah Jones, VP Sustainable Business and Innovation at Nike. Today, let's uncover how this statement is applied at Bel with Elodie Parre, Group Corporate Social Responsibility (CSR) Director. For those not knowing,...
Far from greenwashing – The recipe for an efficient communication 3/3
Numerous tools exist to communicate in general, the key here is to pick the ones most suited to what you have to say and, of course, to your audiences. So, instead of listing them all, I have selected some of them I find particularly efficient for a communication...
Far from greenwashing: communicate, yes, but about what? 2/3
Welcome to part 2 of Evergreen series about communicating on the environment. At this stage, you have assessed your achievements regarding the environment. You are also aware of your areas of improvement. You should at least have a corporate engagement towards the...
Far from greenwashing – how to communicate on the environment? 1/3
Several weeks ago, I attended an EpE conference about the environment in the communication to consumers. This led me to write a series of three articles sharing some of the ideas I find important to communicate without falling into the hazardous greenwashing sink....
Are You Ready For The Grand Data Spring Cleaning?
If you have not heard about GDPR, maybe you live in another planet. Indeed, it has become one of the most discussed topic in all organizations in Europe. The General Data Protection Regulation (GDPR) is a new digital privacy regulation that will be enforced in Europe...
Five tips to make a great BtB corporate video
I had to make corporate videos several times in my career. And I have now come to the conclusion that this is not a trivial exercise. The idea is not to promote the company like a bag of crisps. At the same time, I have seen so many 'dusty' corporate videos that were...