Rebranding : croissant or not croissant
From Decathlon by Wolff Olins to Deezer and Happn by Koto, and Alan and CenterParcs (Pierre et Vacances) by DesignStudio, iconic French companies have increasingly entrusted their rebranding to foreign agencies. Why are national treasures turning away from French talents? What are we missing to compete with our neighbors in digital branding?
From Aesthetics to Strategy
Are we too aesthetics-focused? France certainly doesn’t lack excellent designers. Yet, branding is more than just a pretty logo - it’s actually more than design itself. A brand isn’t just a name or image; it’s now a comprehensive experience. This calls for a strategic approach that considers stakes, consumer expectations, and user experience. Any color touch, any word must be contextual.
France is somewhat behind in recognizing branding as a comprehensive strategic discipline that involves diverse yet complementary professions. This gap needs closing. The lack of understanding also hinders effective expansion into international markets for companies. Naturally, foreign agencies that grasp global dynamics and are accustomed to operating across various territories are quite the catch for those looking to internationalize.
A culture of agility
In a competitive landscape, there’s no doubt that our American and British counterparts are sought after for their work culture which emphasizes agility and optimization. Rooted in a long tradition of innovation (think Silicon Valley) these agencies excel in applying methodologies that enhance iteration, collaboration, and adaptation. Their ability to implement rapid changes while maintaining high standards makes these agencies ideal partners for accelerating business transformations. The approach is enticing; up to us to prove we are on equal footing.
Claiming our rightful place
France holds its own on the marketing stage. Our advertising agencies regularly win international awards, demonstrating the ability to create campaigns that capture attention beyond our borders. This year, BETC was ranked first in WARC's Creative 100, with Publicis Conseil not far behind in fourth place. What about the long term then?
Of course there are exceptions. In branding Carré Noir stands out with quintessentially French clients like BNP Paribas, SNCF, and Total Energies. Yet international renown remains a significant weak point for French agencies. It’s crucial that we educate potential clients about branding and its importance. We must stake our claim by communicating our expertise, promoting digital integration, and fostering a culture of interdisciplinary collaboration among designers, brand strategists, UX/UI experts, and copywriters. Most importantly, we must immerse ourselves completely in our clients' worlds to truly understand them - their personalities, markets, competitors, and consumers or users. We’re not short on talents; let’s make them shine.
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Bruno rebrands.
Our story began as a family in a small office in Normandy. We've come a long way since then. We've welcomed new talents, expanded our skills, refining our expertise, and deepening our understanding of digital branding. Above all, we've shaped a unique culture. Now, it’s time to update Bruno, and we’re excited to share the journey with you.
We adopted the four-day week.
100% of Bruno's team members are on board with the four-day workweek. In fact, 77% of workers in France support it. Here at Bruno, we adopted this model in 2023. It all started with a conversation: the team wanted to try it, so we did our research and implemented it. This rhythm better suits our business and our vision of work. No regrets—we're excited to share why.