{"id":304099,"date":"2022-03-25T14:43:51","date_gmt":"2022-03-25T13:43:51","guid":{"rendered":"https:\/\/curiusagency.com\/?p=304099"},"modified":"2022-07-01T16:09:51","modified_gmt":"2022-07-01T14:09:51","slug":"newsletter-fast-curius-3","status":"publish","type":"post","link":"https:\/\/curiusagency.com\/fr\/newsletter-fast-curius-3\/","title":{"rendered":"Newsletter : Fast &#038;\u00a0Curius #3"},"content":{"rendered":"<img loading=\"lazy\" class=\"alignnone wp-image-304101\" src=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site.gif\" alt=\"\" width=\"900\" height=\"507\" srcset=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site.gif 600w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site-6x3.gif 6w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site-3x2.gif 3w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site-480x270.gif 480w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site-384x216.gif 384w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fastcurius-mars-site-320x180.gif 320w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\n<img loading=\"lazy\" class=\"alignnone size-full wp-image-304115\" src=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1.jpg\" alt=\"\" width=\"1920\" height=\"853\" srcset=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1.jpg 1920w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-6x3.jpg 6w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-3x1.jpg 3w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-960x427.jpg 960w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-640x284.jpg 640w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-480x213.jpg 480w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-384x171.jpg 384w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art1-320x142.jpg 320w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><p class=\"p1\"><strong><span class=\"s1\"><i>En vrai<\/i><\/span><\/strong><span class=\"s2\"><strong>,<\/strong> le \u00ab\u2009<\/span><span class=\"s1\">tic<\/span><span class=\"s2\">\u2009\u00bb est \u00e0 l\u2019origine un mot italien qui d\u00e9signe le rot du cheval. On est<\/span><strong><span class=\"s1\"><i> donc<\/i><\/span><\/strong><span class=\"s2\"> sur une r\u00e9gurgitation intempestive. <\/span><strong><span class=\"s1\"><i>Du coup<\/i><\/span><\/strong><span class=\"s2\"><strong>,<\/strong> ce serait une mani\u00e8re d\u2019entretenir des relations <\/span><strong><span class=\"s1\"><i>en mode<\/i><\/span><\/strong><span class=\"s2\"> connivent. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\"><i>J\u2019avoue,<\/i><\/span><\/strong><span class=\"s2\"> que ce soit dans les sph\u00e8res priv\u00e9es ou professionnelles, les tics sont l\u00e0, <\/span><strong><span class=\"s1\"><i>genre<\/i><\/span><\/strong><span class=\"s2\"> pour cr\u00e9er un sentiment d\u2019appartenance. <\/span><strong><span class=\"s1\"><i>En fait, c\u2019est juste pas possible,<\/i><\/span><\/strong><span class=\"s2\"> mais <\/span><strong><span class=\"s1\"><i>en m\u00eame temps, c\u2019est clair, <\/i><\/span><\/strong><span class=\"s2\">on ne peut pas s\u2019en d\u00e9tacher. <\/span><\/p>\n<p class=\"p1\"><span class=\"s2\">Apr\u00e8s les anglicismes au bureau, qui sont parfois sans \u00e9quivalent dans leur pr\u00e9cision, ce sont les marques qui viennent alimenter notre flemme linguis-tic.<br \/>\n<\/span><span class=\"s2\">Qui sait, les verbes : <\/span><strong><span class=\"s1\"><i>Googler, Shazamer, Uberiser<\/i><\/span><\/strong><span class=\"s2\"> seront peut-\u00eatre un jour <\/span><strong><span class=\"s1\"><i>shoot\u00e9s<\/i><\/span><\/strong><span class=\"s2\"> dans le Larousse. <\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\"><i>Voil\u00e0, j\u2019ai envie de dire<\/i><\/span><\/strong><span class=\"s2\"><strong>,<\/strong> en attendant je vous laisse j\u2019ai un Teams.<\/span><\/p>\n<p>Photo \u00a9 Getty Images<\/p>\n<img loading=\"lazy\" class=\"alignnone size-full wp-image-304104\" src=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-scaled.jpg\" alt=\"\" width=\"2560\" height=\"2118\" srcset=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-scaled.jpg 2560w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-6x5.jpg 6w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-3x2.jpg 3w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-960x794.jpg 960w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-640x530.jpg 640w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-480x397.jpg 480w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-384x318.jpg 384w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art2-320x265.jpg 320w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\n<p class=\"p1\">Cela ne vous aura pas \u00e9chapp\u00e9, depuis quelques temps les rues parisiennes sont envahies par une nouvelle esp\u00e8ce de coursiers \u00e0 v\u00e9los press\u00e9s, portant sacs \u00e0 dos isothermes\u2009: ce sont les livreurs des \u00ab\u2009<strong><span class=\"s1\">dark stores<\/span><\/strong>\u2009\u00bb.<\/p>\n<p class=\"p1\">Apr\u00e8s les \u00ab\u2009<strong><span class=\"s1\">dark kitchens<\/span><\/strong>\u2009\u00bb (livraison de repas sans restaurants), les \u00ab dark stores \u00bb sont des supermarch\u00e9s sans magasins, qui promettent de livrer vos courses chez vous en moins de 10 minutes.<br \/>\nC\u2019est ce qu\u2019on appelle <strong><span class=\"s1\">l\u2019\u00e9conomie de la paresse<\/span>,<\/strong> et on comprend bien pourquoi. La strat\u00e9gie branding est toute aussi paresseuse : occuper un territoire coloriel signal\u00e9tique et s\u2019appuyer sur un nom qui interpelle : <strong><span class=\"s1\">Yango Deli, Gopuff, Getir, Gorillas, Flink, Glovo, Cajoo, Grab<\/span>\u2026<\/strong><\/p>\n<p class=\"p1\">\u00c0 premi\u00e8re vue, chacun semble avoir r\u00e9ussi le pari de l\u2019originalit\u00e9 et de la diff\u00e9renciation. Mais en y regardant de plus pr\u00e8s, on distingue une surabondance de la lettre \u00abg\u00bb, des \u00abgo\u00bb en pagaille, mais aussi un \u00ab get \u00bb. Une fa\u00e7on subliminale de d\u00e9crire ce que l\u2019on fait !<\/p>\n<p class=\"p1\">Mais \u00ab Flink \u00bb me direz-vous ? Malgr\u00e9 son apparence<br \/>\nde mot-valise, c\u2019est tout simplement \u00ab rapide \u00bb en allemand.<\/p>\n<p>Photo \u00a9 Allocin\u00e9<\/p>\n<img loading=\"lazy\" class=\"alignnone size-full wp-image-304105\" src=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-scaled.jpg\" alt=\"\" width=\"2560\" height=\"999\" srcset=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-scaled.jpg 2560w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-6x2.jpg 6w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-3x1.jpg 3w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-960x375.jpg 960w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-640x250.jpg 640w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-480x187.jpg 480w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-384x150.jpg 384w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art3-320x125.jpg 320w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\n<ul>\n<li>\n<p class=\"p1\"><span class=\"s1\">En ce moment tout le monde parle de : \u00ab\u2009Inventing Anna\u2009\u00bb, \u00ab\u2009The Tinder Swindler\u2009\u00bb et \u00ab\u2009Les Rois de l\u2019arnaque\u2009\u00bb.<\/span><\/p>\n<\/li>\n<li>\n<p class=\"p1\"><span class=\"s1\">C\u2019est aussi fascinant que flippant ! De l\u2019arnaque financi\u00e8re \u00e0 l\u2019arnaque aux sentiments \u00e7a va loin&#8230;\u00a0<\/span><\/p>\n<\/li>\n<li>\n<p class=\"p1\"><span class=\"s1\">Oui c\u2019est la culture du \u00ab\u2009Fake it till you make it\u2009\u00bb pouss\u00e9e \u00e0 l\u2019extr\u00eame (fais semblant jusqu\u2019\u00e0 ce que \u00e7a marche).<\/span><\/p>\n<\/li>\n<li>\n<p class=\"p1\"><span class=\"s1\">Sans parler du restaurant londonien en t\u00eate de Tripadvisor, sans jamais avoir servi un couvert, et le \u00ab\u2009Fyre Festival\u2009\u00bb, le meilleur festival qui n\u2019a jamais eu lieu. <\/span><\/p>\n<\/li>\n<li>\n<p class=\"p1\"><span class=\"s1\">Le comble c\u2019est quand un acteur aurait subtilis\u00e9 650 millions de dollars \u00e0 des investisseurs \u00e0 l\u2019aide de faux contrats avec Netflix et HBO, bref la r\u00e9alit\u00e9 qui d\u00e9passe la fiction.<\/span><\/p>\n<\/li>\n<\/ul>\n<p>Photo \u00a9 Getty Images<\/p>\n<img loading=\"lazy\" class=\"alignnone size-full wp-image-304108\" src=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1137\" srcset=\"https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-scaled.jpg 2560w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-6x3.jpg 6w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-3x1.jpg 3w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-960x427.jpg 960w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-640x284.jpg 640w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-480x213.jpg 480w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-384x171.jpg 384w, https:\/\/curiusagency.com\/wp-content\/uploads\/2022\/03\/fc3-art4-320x142.jpg 320w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\n<p class=\"p1\">Consid\u00e9rons le <strong><span class=\"s1\">design<\/span><\/strong> \u00e0 sa juste valeur, c\u2019est-\u00e0-dire au service de la construction et de la performance d\u2019une marque.<br \/>\nAujourd\u2019hui, la communication ne peut plus se passer du design car il est devenu un formidable <strong><span class=\"s1\">outil de d\u00e9mocratisation, <\/span><\/strong>de <strong><span class=\"s1\">transformation<\/span>,<\/strong> de <strong><span class=\"s1\">facilitation<\/span>,<\/strong> d\u2019<strong><span class=\"s1\">accessibilit\u00e9<\/span><\/strong> et d\u2019<strong><span class=\"s1\">ad\u00e9quation<\/span><\/strong> \u00e0 des usages pour tous les publics.<br \/>\nComme le design pose les fondamentaux d\u2019une marque, il doit \u00eatre garant de sa coh\u00e9rence de l\u2019interne \u00e0 l\u2019externe sur l\u2019ensemble du parcours client, en touchant tous les domaines de l\u2019entreprise.<\/p>\n<p class=\"p1\">Trop souvent plac\u00e9 dans un r\u00f4le ex\u00e9cutionnel ou restrictif, il doit retrouver sa place de <strong><span class=\"s1\">grand unificateur de marque<\/span>.<\/strong><\/p>\n<p class=\"p1\">Changeons cela.<\/p>\n<p>Photo \u00a9 Getty Images<\/p>\n","protected":false},"excerpt":{"rendered":"En vrai, le \u00ab\u2009tic\u2009\u00bb est \u00e0 l\u2019origine un mot italien qui d\u00e9signe le rot du cheval. On est donc sur une r\u00e9gurgitation intempestive. Du coup, ce serait une mani\u00e8re d\u2019entretenir des relations en mode connivent. J\u2019avoue, que ce soit dans les sph\u00e8res priv\u00e9es ou professionnelles, les tics sont l\u00e0, genre pour cr\u00e9er un sentiment d\u2019appartenance.","protected":false},"author":11,"featured_media":304113,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[859],"tags":[72,48,771,30,769,47,627,773,543],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Newsletter : Fast &amp;\u00a0Curius #3 - CURIUS<\/title>\n<meta name=\"description\" content=\"&nbsp; En vrai, le \u00ab\u2009tic\u2009\u00bb est \u00e0 l\u2019origine un mot italien qui d\u00e9signe le rot du cheval. On est donc sur une r\u00e9gurgitation intempestive. 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