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Visual overload has transformed our daily lives into a battlefield for the retina. What if the true competitive advantage was no longer visible, but audible? Marketing campaigns invest fortunes to "capture" attention. Yet, engagement is often fleeting. In this race for visual content, we forget a sense that acts as a direct shortcut to the soul and memory: hearing. Sound marketing isn't just background music; it's a sensory signal that bypasses cognition. It doesn't seek cons

For years, Loyalty Marketing has too often been synonymous with: "Buy, accumulate, get a discount." It's a pricing strategy, not a relationship strategy. The fundamental problem is that the reductions are purely rational. Loyalty, on the other hand, is profoundly emotional and human. In the age of Social CRM, customer loyalty is no longer decreed, it is built. For a customer to stay, they must feel seen, recognized, and connected. To make this shift towards Smart Loyalty, you

Often, the attractiveness of a territory or destination is reduced to its raw figures: its capacity to attract external resources (the Economy) or its positioning on the global stage (the International). The focus is on the simple Monetary Value of a good or service. That's where the trap lies. A place can be rich without being truly attractive. I created this matrix, the Attractiveness Canvas, in 2018. At the time, it was already about broadening the vision of a territory be

Sylvain Tesson already wrote it in 2011: "Cold, silence and solitude are states that will be traded tomorrow for more than gold. On an overpopulated, overheated, noisy Earth, a forest cabin is the eldorado." In the forests of Siberia. This phrase should resonate with every human being, but for territories, this prophecy becomes a strategy. If we replace solitude with water, we obtain the triptych of tomorrow's livability. Since creating my Attractiveness Canvas in 2018, I hav