A quoi les marques servent-elles aux hommes ?

Dans nos sociétés où la consommation est décorrélée du besoin, le marketing ne sert-il qu'à vendre ce qui n’est pas assez bon pour se diffuser de soi-même ?

Par • 16 Jan 19

The content of this article is accessible in french.

Michaël V. Dandrieux, Ph.D., is a sociologist and co-founder of Eranos. For the past 20 years, he has guided leaders across various industries: shaping the future of healthcare with Pierre Fabre, steering Chloé's transition to stakeholder governance, fostering worker engagement at Nexans, navigating Air France's cultural response to COVID, promoting Pernod Ricard's values of conviviality, and enhancing women's confidence with L'Oréal USA. Rooted in the tradition of the sociology of the imagination, he teaches at Sciences Po Paris within the School of Management and Impact and serves on several Boards of Directors and Mission Committees.

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❝This is an age of mass production (...) In this age, too, there must be a technique for the mass distribution of ideas.❞

— Edward Bernays, père du marketing