"In France, there is an absence of brand culture"

Béatrice Mandine is Executive Director of Orange, in charge of Communication and the Brand. She is also a director of Entreprises & Médias and of the Union des Annonceurs (UDA). Adventurous, she is the first DirCOM to answer questions from We Are COM. Hello Béatrice, welcome to We Are COM! Ready to share your convictions as a communicator? With great pleasure ! I share with you the wish to promote the role of corporate communication, a complete scope of intervention at the service of the company's strategy. Humbly and modestly, we are aware of our ability to create value and influence the leaders of the company. This influence is not personal nor reserved to the director of communication. It is built by the expertise of the teams, the relevance of the recommendations, the agility to make the link between the directions and the training capacity. What is your definition of...

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