Marie Tranchimand

For once, I’m not gonna talk about Matrix, but about a personal point of interest for me : the launch of the latest Zelda game on Switch 🎮. My wife bought it to me last week, and beyond the great gesture to please me, I understand now she very likely wanted to pass me on a message... Because indeed, the new Zelda has a very unique specificity from a cultural point of view, beyond video games. Let me start with the non-event or semi-non event: #1 - Non-event: My little rascal of a son is already ahead of me on the game (I’m still not recovering from the moment he candidly showed he finished the previous one, when I’m still struggling to do so…) 🙄 #2 – Half-event: Like the previous game, Creativity is at the core of the gameplay, i.e. you need to be extra creative to solve puzzles, instead of having a thumb-throat trying to maniacally use your sword to kill as many enemies as possible. There is actually several/many ways to solve each puzzle, which is a great ode to creativity as a solution, in many different/diverse ways. And loads of fun.💡 #3 – THE real event: The hero in Zelda is… Zelda. I must confess, (and I’m sure I’m not the only one), I’ve always thought that the little guy in green who’s always been the hero of each episode was Zelda. Then I realized pretty late (yeah I know, I’m not a real Zelda geek, then) that the guy’s name is Link, and that Zelda is the name of the princess being rescued. So every single game (29) has been called Zelda (to be fair, with some subtitles mentioning Link), when actually the hero was not Zelda. 🙈 It’s a bit as if the Mario Bros games were called Peach (name of the princess being rescued by the Italian plumber). At least Disney gave credit to the female heroin right from the beginning, and in 1937 entitled their 1st movie Snow White (vs Prince Charming), and in 1959 Sleeping Beauty (vs Prince Philip [I had to google this one, which is a sign he really has a marginal role]) 👸 🤴 Anyway, back to Zelda, it's great to finally be able to play with princess Zelda as the hero of the game, to use ingenuity and creativity as a way to solve puzzles, and for once to save… the guy who used to be the hero and is now a secondary character : Link So that’s the real event, for me, beyond video games, but in culture in general. Finally a story of a princess saving the prince, with her name still in the title, but this time reflecting her as the hero/lead character. 🏋‍♀️ <= (Woman lifting weights icon). Thank you Jennifer for your gift and feminist message 😀 PS : the game is great fun!

35

2 commentaires

Rethinking Branding in Industry 💡 : When Brand Power Becomes Crucial In a world where building a brand image seems to be a necessity in consumer goods, what about the industry? That's a question explored in this article from the Harvard Business Review: https://lnkd.in/g7rA4Yi5, shedding light on the challenges and opportunities facing industrial enterprises While some companies prioritize customer relationships, others are beginning to see the value of developing a strong brand, even in B2B markets. Recent research shared in this article suggests that in some cases, a well-established brand can be a real asset in competition. But why doesn't this approach always work in the industry? What are the factors that differentiate standardized B2B markets from consumer markets? This article offers some food for thought. 💼 Whether you're a professional in the industry or marketing, I'd love to hear your perspective. How do you perceive the role of branding in industrial markets? #IndustrialMarketing #BrandImage Sorry, the article is in French, but I'm sure anyone interested will find a way to read it in their language 😉

19

Ranging is one of those topics that take a big share of product marketing voice. Here by some principles I always remind myself when starting the exercice : 👉 People buy a product, not a range => What product is worth heroing ? 👉 One product = One need => Avoid redundancy in your portfolio. It creates complexity, confusion and cost. 👉 Good / Better / Best is a proven and tested principle that can help structure range navigation in a readable way. If you need input to build a range, don’t hesitate to reach out. #product #productmarketing #PMM #marketing #ranging

10

3 years ago, I moved from France to the United States, and with it came the need to adjust my leadership style. This transition has been a fascinating journey of learning and adaptation. Directness vs. Diplomacy: In France, leaders tend to be more direct, sometimes perceived as ‘harsh.’ This straightforward approach contrasts with the more diplomatic and positive style I’ve encountered in the US. Problem-Focused vs. Solution-Oriented: French leadership often focuses on identifying and addressing problems, which can sometimes come across as negative. On the other hand, American leaders are generally more positive, emphasizing solutions and opportunities. Risk Aversion vs. Opportunity Seizing: Another key difference is in risk tolerance. Americans are adept at spotting opportunities and seizing them, while French leaders tend to be more risk-averse, carefully weighing the potential downsides. Narrative vs. Analysis: Finally, I’ve noticed that Americans often prioritize the narrative and storytelling aspect of leadership, whereas French leaders focus more on detailed analysis and data. Navigating these differences has enriched my leadership approach, blending the best of both worlds to foster a more dynamic and effective team environment. 🌍🤝 What are your thoughts on these leadership styles? #CrossCulturalLeadership #BusinessLeadership #USvsFrance #LeadershipStyles #Adaptability #ProfessionalGrowth

185

11 commentaires

Dear Network here comes my 5 cents on personal energy actions How to help climate and air pollution by your use of energy: Heating or chilling your house or apartment is a big contributor to CO2 emission and air pollution (almost 9.000.000 people ! die annually due to air pollution) Actions: Get the place you live checked. Then initiate better isolation of the house/building, better windows, doors etc. Change from oil, gas or wood heating. Use instead heat pumps or ground heating Install solar panels Consider your amount of m2. Could you live with less space? The outcome from above actions will really reduce your CO2 emission. Enjoy 😊

22

1 commentaire

It's Friday, it's sharing day ! 5️⃣ Here are 5 things about public speaking that Virginie Galindo and I are highlighting on a regular basis during our coaching sessions.   👄 Great speakers are made, not born Some natural good speakers are existing, of course. But the others are just like you, they are just better prepared. They have been working hard on their messages, on their stories, on their jokes, on their silences, on their attitude, on their breathing. They can hide the stress and pretend to be comfortable with thousands of eyes watching them. 👂 Everyone has something valuable to share   Your knowledge has value. We work with specific technologies, use cases, and customer relations, often within motivating environments and collaborative teams. Every day, we learn technical skills, best practices, tools, processes, and communication tricks. Try to explain your job in three sentences during a dinner with people from different fields, and you'll quickly realize that what seems obvious to you is not obvious to everyone. 💓 The best stories are made of emotion We've entered an era focused on fun and entertainment. Long, technical speeches are now difficult for audiences to endure.You dont need to turn yourself into a one-man show. Simply start by being human. Share your convictions, passions, or areas of interest. What drives you? Make it clear, to help your audience understand who you are. 🎯 The essentials of your project are what matter The key is to select and share the elements of your story that will resonate most with your audience. This doesn’t conflict with the idea that you have something valuable to share. It's all about how you present it. Focus on highlighting the most striking, exotic, impactful, and actionable aspects of your work. Your talk should center around the results of your experience or experimentation, whatever it is you want to convey. 🙄 Steer clear of jargon After a year of immersion in a specific work environment, it's natural for your language to evolve, adopting industry concepts and acronyms. This facilitates efficiency among colleagues, enabling communication with just a keyword. However, when engaging with external parties from different departments or companies, or even those outside the corporate world, it's crucial to ensure clarity. This necessitates avoiding acronyms and complex concepts, providing definitions for any specialized terminology. While this pedagogical approach may consume time, it's essential to evaluate whether the five minutes spent explaining something hold value for your audience.   🎁 We hope those 5 things have convinced you that you could be close to enjoy public speaking and have a positive impact on your audience. Start training now within your company, or, if you work with Thales, you can always contact Sophie and myself. We have a practical workshop on public speaking, which is known to be fun and impactful. #PublicSpeaking #Fun #ShareShineLearn  

28

3 commentaires

I’ve found the following ranking on Ariase.com this morning of the Top 10 bestseller #smartphones in Europe. It is interesting to highlight that #eSIM remains only available on half of them and mainly on the higher-end ones. My vision is that the path to mass eSIM market adoption/acceleration remains the availability of the feature on mid and lower end devices, together with the deployment of eSIM only smartphones and most importantly a great and easy to use on-boarding customer experience. #orchestration #Digitaltransformation #eKYC 1) Apple iPhone 15 Pro Max  2) Apple iPhone 15 Pro 3) Samsung Galaxy S24 Ultra  4) Samsung Galaxy A15  5) Apple iPhone 15  6) Xiaomi Redmi 13C  7) Samsung Galaxy A15 5G  8) Samsung Galaxy S24  9) Xiaomi Redmi Note 13 4G  10) Samsung Galaxy A25 5G

4

Is AI a key element for the future of content creation? In particular for ad supported streaming? TCL seems to think so, as they have just launched an owned content studio that combines traditional content creation with AI-generated content. Can this innovative approach maximize platform ROI and advertisers ROAS, freshness, and engagement with a FAST service? The first 100% AI title ("Next Stop Paris") gathered a few mixed reviews but it's clearly just the beginning. It will be interesting to see how this initiative pans out and if others will follow a similar route. #AI #GenAI #FAST #TCL

3

Amidst global uncertainty, the EU faces a productivity crisis. As Mario Draghi highlighted, US productivity is now 20% higher than the EU's, and our share of global GDP is shrinking. 📉 The new EU mandate has a crucial task: revitalize Europe's competitiveness. One promising path is AI-driven innovation. AI could add €1.2 trillion to our economy and bring widespread benefits, but we need to adapt. 💡 Let's not miss out on this opportunity. The EU has the potential to be a global leader in AI, driving competitiveness and creating a brighter future for all Europeans. 🚀 Read more about Google's approach to rebuild competitiveness in Europe, alongside innovation with AI in the op ed by Matt Brittin published in L'Echo.

10

1 commentaire

Can success in China come from your HQ ? Let's look at one of Kérastase's recent session on Douyin: Recently, Douyin live-streamer Mr. Dong hosted a special livestream session from Kérastase's headquarters in Paris to celebrate the brand’s 60th anniversary, and generated an impressive €5 million sales of the brand's Douyin store. This is not his first big hit doing live streams overseas, in brands' home countries. Here's how the magic happened: ✨Authenticity at the Core Through livestreaming from the brand’s home base, Mr. Dong showcased the authenticity of products in a way truly resonated with Chinese consumers. Seeing the product in its original setting - whether in brand's headquarters, R&D labs, or even manufacturing plants - deepened consumer's trust on the brand. 🕸️ Building Deeper Brand Connections Through real-time conversations with key figures like brand CEO, marketing leaders and R&D directors, Mr. Dong brought the brand closer to consumers and helped them understand brand heritage, values and innovation firsthand.   📈Boosting Sales with Exclusive Offers Livestreams from brand HQs often feature exclusive promotions and discounts, which effectively drive consumer's purchasing decisions. This combination of storytelling and strategic offers boosts both brand visibility and sales. At TheChinaStudio, we are excited about the immense potential that overseas livestreaming holds for global brands. #china #douyin #livestreaming

9

I encourage you to read this article. AI and Generative AI will enable an unprecedented level of hyper-personalization across various cultures, countries, and languages. This will allow companies to make their customers feel truly special and well understood. However, the most effective approach will be a combination of Human + AI. AI alone can create biased relationships that might harm companies and their brands. Please share your thoughts and perspectives on this. Thank you, Alexandre Crazover 柯胜愉, for sharing this article. #DigitalTransformation #AI #GenerativeAI #HyperPersonalization #Innovation #TechLeadership #CustomerExperience #BusinessTransformation #HumanAI #AIethics #FutureOfWork"

4

A FAST differentiator - With MixIP's FASTSat, any TV channel can now be seamlessly distributed across satellite, cable, broadcast, FAST platforms, and social media - all from a single workflow.

14

♟️ "Pawn Breakthrough” or "Percée de Pion" Marketing Strategy Sportel Monaco Recap: L’Équipe surprises the market by acquiring Serie A rights. With an investment of €5 million annually (approx), L’Équipe now broadcasts Serie A matches free-to-air in France every weekend, offering enticing football content accessible to all. 🔍 Insights and Competitive Impacts : Cost-effective TV Rights: With BeIN out of the running, L’Équipe seized the chance to acquire Serie A at a reasonable price. Effect on DAZN and Ligue 1: Broadcasting Serie A matches could undercut DAZN’s €29.99/month Ligue 1 subscription offer. 🏆 Canal Plus : Unrivaled for Premium Football in France With top-tier content (Champions League, TOP 14, F1) and a loyal PPV base, Canal Plus dominates French sports broadcasting. Though currently distancing from Ligue 1, the channel boasts unmatched marketing power with a subscriber base of 9.5 million in France and 25.5 million globally. ⚽ L’Équipe (ASO Group) : New Leader in Free and Digital Sports Content Guided by Vincent Broussard, L’Équipe TV, with a modest investment, is now France’s new home for Italian football, promoting two Serie A matches each weekend alongside weekly boosts on L’Équipe.fr. This visibility elevates Serie A’s profile, rivaling Ligue 1’s paid offerings and reaching L’Équipe.fr’s daily average of 2.5 million visitors in 2024. 🔄 BeIN and DAZN : Partners or Competitors? By passing on Serie A rights, BeIN opens a free-to-air opportunity that could further challenge DAZN’s strategy in France, amid ongoing acquisition discussions involving Saudi funds and these broadcasters. ♛ Strategic Consideration It’s early to gauge Serie A’s free-to-air audience in France, yet : 👉 Could L’Équipe’s €5 million annual investment truly destabilize a €400M (DAZN)+100M (BEIn) market? 👉 Could free Italian football undermine DAZN’s French subscriber growth and, by extension, Ligue 1’s reach? SPORTEL Lega Serie A VINCENT BROUSSARD #Sportel #TV #Football #France

19

1 commentaire

Thank you for sharing this insightful piece, Carole Brigaudeau. The misinformation game is one of our gravest threats, as it erodes trust in institutions, confidence in the democratic process and the protections to the rule of law. The fact that the WHO, an organisation that should always be “above aboard,” seems to be part of the misinformation game, by cherry picking evidence, or refusing consumer led innovation in order to promote extreme policies for alcoholic beverages, sugar, or tobacco is unacceptable. Ulrich Adam’s Brussels Signal interview is a great rebuttal of WHO’s misinformation campaigns: “Decades of evidence suggest that for most adults, the risks posed by responsible alcohol consumption are low, but it’s vital to avoid excess — and for some, the best choice may be not to drink at all. Raising awareness is essential to empower consumers to make educated choices,” he said. “For that, campaigns need to inform—not instil fear or anxiety. Numbers need context. In Europe, we have seen a number of positive declining trends in recent years: heavy episodic drinking dropped 10.7 per cent (WHO, 2010-16), alcohol-related road fatalities fell by 37 per cent (European Transport Safety Council, 2011-21) and underage drinking hit its lowest level since 1995. “The latest WHO Global Status report shows a 20 per cent reduction in alcohol-related mortality (2010-19). Finally, to avoid misunderstandings in the debate, it is important not to confuse the EU (27 member states) and the WHO-Europe Region (53 countries stretching from Lisbon to Vladivostok). The picture is not the same!”

4

🌍 The environmental impact of video streaming is a growing concern, with video now making up 65% of all internet traffic. In her latest article for Cancion, Elodie Levrel explores how the media industry can balance the rising demand for streaming with the urgent need to reduce its carbon footprint. Discover the key strategies for a more sustainable future in video streaming. 🌱 https://lnkd.in/eSdzPVdz #Sustainability #environment CANTO Caribbean

43

James Dyson taught me to trust my own eye when looking at market opportunities. Collecting the data is key but analysing it from your own perspective is what will make the difference. Do you agree with this ? Curious to know your opinion ! #product #innovation #marketingtips #productmarketing

42

8 commentaires

5min to become a PRO - 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚 𝐋𝐢𝐬𝐭𝐞𝐧𝐢𝐧𝐠 𝐢𝐧 𝐂𝐡𝐢𝐧𝐚: What everyone should know💡 👀 Why this could transform your business ? What if you could unlock the secrets of what 𝟏.𝟏𝟎𝟓 𝐛𝐢𝐥𝐥𝐢𝐨𝐧 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐮𝐬𝐞𝐫𝐬 in China are saying about your brand? 🌟 ➡️ Introducing Social Media Listening It's more than just tracking mentions or hashtags. It’s about understanding the 𝐫𝐞𝐚𝐥 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬 𝐚𝐧𝐝 𝐭𝐫𝐞𝐧𝐝𝐬 on social media to gain valuable insights into consumer behavior and market trends. WHAT YOU'LL LEARN ? ⚠️ ✅ Understanding Social Media Listening in the context of China ✅ How to put this strategy into practice ✅ Challenges and Legal Considerations ✅ Real-World Success: L'Oréal Curious to learn more? Become a PRO at Social Media Listening and see how it can revolutionize your approach to the Chinese market. 🚀 👉 Read the full article: https://lnkd.in/dZHdeFYf Don't miss out on this game-changing strategy! (P.S. Found this interesting? Share it with your network! ♻️)

11

Glad to share my contributions to two insightful articles by Frederic Schaeffer for Les Echos, the leading French financial newspaper, shedding light on the dynamic landscape of China's digital platforms: Douyin and Xiaohongshu (RED). 1) #Douyin's recent launch of the 'Douyin Mall' app marks a significant step beyond its core platform. Representing Douyin's foray into independent e-commerce, the app prioritizes seamless shopping experiences and unbeatable deals.  🔗 Link [French]: https://lnkd.in/d7ExBvig 2) #Xiaohongshu, often dubbed as China's Instagram, has captivated 300 million monthly active users, predominantly women born in the 90s. With a 500% increase in high-volume transactions YoY (over 12.8M euros), Xiaohongshu isn't just about fashion and beauty; it's a multifaceted platform where you can find your future apartment...or job 🤓 🔗 Link [French]: https://lnkd.in/diewpTjm 🔗 Opportunities for luxury brands on RED [ENG]: https://lnkd.in/dgbP49dr What are your thoughts on the Douyin Mall app? Do you think it will meet the same fate as 'Douyin Box,' an initially intended 'trendy fashion e-commerce platform' that was shut down less than a year after its launch? 🤔

26

4 commentaires