Communication today is fully played out in two areas: commercial and corporate. Advertising remains a major lever of conquest (if we exclude the recommendation) while institutional communication earns its letters of nobility by creating competitive difference. Consumers buy more than a product or service: they buy reputation, trust, etc. Institutional communication has an essential role to play in addition to commercial communication. The corporate COM gives meaning to acts (it is the "global storytelling of the company") and to actions (such as patronage and sponsorship). Corporate communication dialogues with all the company's stakeholders and comes to prove, through a speech of evidence, the values of the brand, the mission of the company, its vocation or even its usefulness in society, etc. The two levels of communication, institutional and commercial, one based on…
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