{"id":7931,"date":"2022-09-12T15:34:42","date_gmt":"2022-09-12T13:34:42","guid":{"rendered":"https:\/\/www.devlhon-consulting.com\/?p=7931"},"modified":"2022-09-20T11:00:13","modified_gmt":"2022-09-20T09:00:13","slug":"comment-changer-limage-des-banques","status":"publish","type":"post","link":"https:\/\/www.devlhon-consulting.com\/fr\/comment-changer-limage-des-banques\/","title":{"rendered":"Comment changer l&rsquo;image des banques ?"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]<span style=\"font-family: helvetica; font-size: 14pt;\">Pour r\u00e9pondre \u00e0 cette question, un int\u00e9ressant article de\u00a0<a href=\"https:\/\/thefinancialbrand.com\/news\/bank-marketing\/ad-strategies-from-the-industrys-most-creative-bankagency-partnership-151102\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>The Financial Brand<\/strong><\/a>\u00a0pr\u00e9sente la communication d\u2019un petit \u00e9tablissement du Colorado, 1StBank, qui depuis quinze ans a r\u00e9ussi \u00e0 se faire particuli\u00e8rement remarquer.<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\">L\u2019article m\u00e9rite un d\u00e9tour et nous ne pouvons qu\u2019y renvoyer. Mais il est int\u00e9ressant de r\u00e9sumer la d\u00e9marche. La banque cherche \u00e0 cr\u00e9er une complicit\u00e9 avec le public et, pour cela, l\u2019humour lui parait trop risqu\u00e9 (\u00ab\u00a0<em>Humor is hit or miss<\/em>\u00a0\u00bb). Il s\u2019agit plut\u00f4t de lancer des clins d\u2019\u0153il. Ce qui ouvre effectivement le champ \u00e0 une communication originale.<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\">L\u2019\u00e9tablissement n\u2019h\u00e9site pas ainsi \u00e0 rebondir sur l\u2019actualit\u00e9. Alors qu\u2019en pleine crise de 2008, les m\u00e9dias am\u00e9ricains montraient abondamment les patrons de plus grandes banques arrivant \u00e0 Washington dans leurs jets priv\u00e9s pour aller t\u00e9moigner au Congr\u00e8s, 1Stbank fit tourner cette banni\u00e8re autour du stade de sa ville \u00e0 l\u2019occasion d\u2019un grand match de baseball et fut largement applaudi\u00a0:<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11795 entered lazyloaded\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/0180df8e9b21024437c31dc31afb83ba-1.jpg\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/0180df8e9b21024437c31dc31afb83ba-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-closest-thing-to-a-private-jet-banner-768x246-1-300x96.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-closest-thing-to-a-private-jet-banner-768x246-1-600x192.jpg 600w\" alt=\"\" width=\"768\" height=\"246\" data-lazy-srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/0180df8e9b21024437c31dc31afb83ba-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-closest-thing-to-a-private-jet-banner-768x246-1-300x96.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-closest-thing-to-a-private-jet-banner-768x246-1-600x192.jpg 600w\" data-lazy-sizes=\"(max-width: 768px) 100vw, 768px\" data-lazy-src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/0180df8e9b21024437c31dc31afb83ba-1.jpg\" data-ll-status=\"loaded\" \/>Les surprises sur les affichages suivent la m\u00eame d\u00e9marche\u00a0:<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11796 entered lazyloaded\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/b84c7ef5fb5efe40c97099a174597bd9-1.jpg\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/b84c7ef5fb5efe40c97099a174597bd9-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-small-business-babysitter-billboard-768x389-1-300x152.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-small-business-babysitter-billboard-768x389-1-600x304.jpg 600w\" alt=\"\" width=\"768\" height=\"389\" data-lazy-srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/b84c7ef5fb5efe40c97099a174597bd9-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-small-business-babysitter-billboard-768x389-1-300x152.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-small-business-babysitter-billboard-768x389-1-600x304.jpg 600w\" data-lazy-sizes=\"(max-width: 768px) 100vw, 768px\" data-lazy-src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/b84c7ef5fb5efe40c97099a174597bd9-1.jpg\" data-ll-status=\"loaded\" \/>Ce qui a conduit 1StBank \u00e0 mettre \u00e0 l\u2019affiche les photos de ses charg\u00e9s d\u2019affaires\u2026 enfants\u00a0:<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11797 entered lazyloaded\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/9f15890b7d68df4f165b942a451d00b2-1.jpg\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/9f15890b7d68df4f165b942a451d00b2-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-mortgage-less-intimidating-bankers-billboard-derek-longwell-768x438-1-300x171.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-mortgage-less-intimidating-bankers-billboard-derek-longwell-768x438-1-600x342.jpg 600w\" alt=\"\" width=\"768\" height=\"438\" data-lazy-srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/9f15890b7d68df4f165b942a451d00b2-1.jpg 768w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-mortgage-less-intimidating-bankers-billboard-derek-longwell-768x438-1-300x171.jpg 300w, https:\/\/score-advisor.com\/wp-content\/uploads\/2022\/09\/firstbank-mortgage-less-intimidating-bankers-billboard-derek-longwell-768x438-1-600x342.jpg 600w\" data-lazy-sizes=\"(max-width: 768px) 100vw, 768px\" data-lazy-src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2022\/09\/9f15890b7d68df4f165b942a451d00b2-1.jpg\" data-ll-status=\"loaded\" \/>Au total, une communication rythm\u00e9e par sa propre originalit\u00e9. Bien s\u00fbr, tout cela ne peut fonctionner qu\u2019\u00e0 une \u00e9chelle tr\u00e8s locale.\u00a0<strong>C\u2019est peut-\u00eatre cela la vraie piste<\/strong>.<\/span><\/p>\n<p><span style=\"font-family: helvetica; font-size: 14pt;\">Score Advisor<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La communication des banques est souvent l\u00e9ch\u00e9e et s\u00e9rieuse, sans laisser place \u00e0 la couleur et l&rsquo;originalit\u00e9. Est-ce une fatalit\u00e9 ? Ou une communication plus extravagante est-elle envisageable ?<\/p>\n","protected":false},"author":6,"featured_media":7937,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"seo_booster_metabox":"","footnotes":""},"categories":[138,137,58],"tags":[546,547,91,549,548],"class_list":["post-7931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyse","category-article","category-marketing-communication","tag-communication","tag-image-et-communication","tag-marketing","tag-service-client","tag-strategies-clienteles"],"amp_validity":null,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7931","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/comments?post=7931"}],"version-history":[{"count":5,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7931\/revisions"}],"predecessor-version":[{"id":7965,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7931\/revisions\/7965"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media\/7937"}],"wp:attachment":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media?parent=7931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/categories?post=7931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/tags?post=7931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}