They have become essential in addressing the departure a few insiders

They have become essential in addressing the departure a few insiders. In appropriating the values in a group a time and situation, they gave to their consumers for identity sense of satisfying an essential aspiration. These marks, Françoise Dassetto and Michel Gutsatz, respectively President and CEO of the marketing White Spirit Agency, have studied them under their seams, bringing together under the term "visionary marks", in the sense that they know how to pre-empt and respond to identity and emotional consumer needs. "They derive their PIN of the game, relying on a positioning that transcends induced product value by providing a style of life, attitude, values or even an idea" find two professionals. These brands convey an imaginary in agreement with that of the social body. In addition, their positioning allows them to be affordable, while reinterpreting the attributes of the luxury as a rarity by confidential diffusion or in dribs and drabs.

A certain vision of the world

Diesel and Calvin Klein jeans to the Polo Ralph Lauren, through Nike sneaker, cosmetics Khiel's and Origins, the BMW cars or Starbucks coffee and Nespresso, these acronyms offer consumers a vision of the world to satisfy their needs, although the product benefit and by simple marketing speech.

Ralph Lauren is thus passed from the functional to the symbolic: "I do not sell dresses, I sell a universe", said its founder in the annual report of 1998 entitled "What I See." These new brands between luxury and mass market were able to immediately take the paradoxes of consumption between pleasure and necessity. "The expectations of consumers is complex." "They include now three dimensions equal: the emotional linked to the imagination, the functional linked to the performance of the product and, finally, the technical characteristics, design and materials of the product", note Françoise Dasseto. Thus BMW that represents on the emotional level the car of the Executive and the thug, functionally the performance and technical a unique design and constant innovations.

With its promise "If you have a body, you are an athlete", Bill Bowerman positioned Nike as a mark of sport apart, which combines form, well-being, art and fashion with in the key to the construction of a House and that of temples of 2.000 m2 the Nike Towns vocabulary designed as a museum with photos of ordinary people. "Help the consumer brand to steps the keys of the existence, gives the feeling of being an athlete at his level and promises to join him in this life where everything is struggle." "It thus covers all his emotional needs, the sense of belonging to the expression of itself through a social imaginary," decodes Michel Gutsatz. On their sides, Calvin Klein and Diesel have proposed a new universe of jean. The first always believed that, to sell these pants, better not talk about. The second has anticipated as early as 1978 world youth descend the borders between countries and cultures and that she wanted to find brands adhering to this vision. Where the birth of the planet "Diesel", including the desire is to offer its customers an eclectic style to help build by mixtures (see box above).

In the world of coffee, Starbucks and Nespresso have adopted a similar approach, knowing very well play with the concepts of relaxation and socialization but energy and passage to adulthood mediated this drink to "symbolic markers". The first transported the Milanese Espresso Bar in each city of the United States with its products and its atmosphere from 17 stores in 1987 to about 6,000 today.

Marketing of influence

"Its founder Howard Schultz always repeats its teams:" do not give the customers what they want: If you offer them a unique experience, you give them the feeling to discover, you live an emotion, you create the desire to return the attached you "", says Michel Gutsatz. In Nespresso, it has developed a machine and pod system that allows to make espresso coffee at home while the accompanying of a comprehensive and coherent universe in all its details to make a "world of exception": design of the machines, capsules to aesthetics sought, positioned shops, club offering exclusive benefits. The development is party of the "business to business", Nespresso building initially, communication of Word of mouth, on the population of managers consuming coffee in the Office. Marketing of influence, a chain of value under control, a very open price scale, a constant search for quality and innovation and care given to the staging are the ingredients of the martingale.

Remains that such a strategy that uses like spring the anxieties of consumers in need of benchmarks is not without risk. Believe the philosopher Bernard Stiegler, "this artificial symbolic does not give access to the social, which is essential to our balance singularity." "By depriving individuals of their ability to aesthetic attachment to singular objects, it caused them to lose their own self-esteem and it destroyed the desire". Too play in shaping the identity of their consumers, the visionary brands will perhaps reach their limits.