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KEDGE INSIGHTS BREAKFAST

How to capitalise on the social life of a brand? The example of Nikon with its Nikonists that Nikon

On the occasion of the "KEDGE Insights Breakfasts", come meet two experts, one from the academic world and the other from the professional world, around a specific theme and the presentation of their research results, and take advantage of the opportunity to ask them questions about issues you are facing. 

For this new edition, Bernard COVA, Professor in marketing and the sociology of consumption at KEDGE Business School and François TARROU, Marketing and Communications Director at NIKON will speak about:

"How to capitalise on the social life of a brand?
The example of Nikon and its Nikonists that Nikon"

Tuesday, January 30, 2018, from 8:30 to 10:00 am
Chez Ladurée
16-18 place Royale
75008 Paris

To participate, please register HERE before January 24, 2018

 

No registration

Stakeholders

  • Bernard COVA
    Professor of Marketing and the Sociology of Consumption - KEDGE Business School

    In his last book "La Vie Sociale des Marques" (The Social Life of Brands), Bernard Cova explains how brands today are full-blown members of society that interact with the private and professional spheres; he describes the way brands exist in society independently from their creators, through phenomenons such as brandverbs or brandvolunteering. Brands are part of our lives whether we like it or not. Brands are present amongst us and help us forge our identities. They give us something to talk about, celebrate, commit to, etc. They also help us escape our daily grind, which can be suffocating. However, brands also cause to lose contact with the rest, the non-branded world. Faced with this new phenomenon, we need to be smarter. Brands today are full-blown members of society that interact with the private and professional spheres to provide structure to our daily lives. We need to take into account this social fact in order to understand the contemporary condition without judging it, in order to objectively measure the impact on our lives.

  • François TARROU
    Marketing and Communications Director - NIKON

    After working for 10 years in advertisement agency (Publicis, Lintas, ...) in Marketing and Communications roles, he managed the Marketing Department at Harley-Davidson for 13 years, and reinvented the image of this historic brand that was born in 1903, and become the 3rd top +650cc motorcycle brand in 2005, and becoming a serious competitor for BMW and Japanese brands. in February 2017, he was hired as Marketing and Communications Director at Nikon. The brand practically invented modern marketing in 1906 with its first racing programmes and its brand culture became an extremely inspiring marketing school.


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Ladurée
16-18 place Royale
75008 Paris

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