Collective intelligence, that’s Macif’s key word. To best embody its democratic model, the mutualist group has decided to focus everything, everything, everything on co-construction. To find out more, the We Are COM team contacted Karine Wardé, Brand & Advertising Department Manager at Macif and member of the We Are COM Club. This expert in institutional communication agreed to answer our questions, to enlighten us in terms of collective reflection. Are you ready for a lesson in co-construction? Hello Karine, to begin with, how would you define institutional brand communication? Institutional brand communication must best reflect the identity of a brand. For two years, Macif has reviewed its brand expression and redefined its territory. Our ambition is to embody our mutualist and therefore democratic model. This business approach is distilled into everything we do…
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