Prémisses d'un nouveau modèle de consommation responsable

Fig. 64 - Photo de
Paul Isakson
ANNEXE IX: INTERVIEW DE PAUL ISAKSON, PLANNEUR STRATEGIQUE INDEPENDANT
22 JUIN 2012 (EN ANGLAIS)
Paul Isakson est un planeur stratégique indépendant qui a travaillé pendant
longtemps dans de très grandes agences de communication en tant que
Directeur du Développement. Il est également devenu un leader d’opinion très
influent sur le web.
Do you believe that “a revolution is in process”? Do you think that brands and compagnies
should seize the opportunity given by the crisis to build a new model, that converges toward
sustainable creation of value and meanings?
Things are certainly changing in advertising and marketing in general. And there are
opportunities for brands and companies to change. But far bigger things than advertising
have to change before we have a true revolution that brings about sustainable creation of
value and meaning. As long as we continue to evaluate companies in the same way we
always have, very little is going to change.
Do you believe that the “new model” should focus on the fact that compagnies should
restore meanings to “the act of consunption” (by offering better products, making people’s
life better, etc.)?
I think companies should do what’s right and best for the people who use/consume their
products. If they focus on that, the rest will follow. Maybe not immediately. But it will follow.
The problem is, too many companies place that further down the line to focus on what’s best
for Wall Street.
If we build a new model based on the following postulate “The product is the marketing”,
this presupposes to rethink the entire marketing approach. Do you think that marketing
should be only focused on the product?
Marketing is the four Ps. Product, Price, Place, Promotion. Without Product, there is
nothing for the others to do. So, in reality, it doesn’t rethink the entire marketing approach.
It just brings it back to where it was always supposed to be. It always begins with the
product. The problem is that too many companies went away from this and thought they
could just say great things about their products and services without their products and
services actually being great.
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