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Publications | semiotips

Comment renforcer sa marque lorsqu’on est une PME ?

 Le « branding », autrement dit la conception et le pilotage de la marque, a été pendant longtemps l’apanage des grandes entreprises. Mais aujourd’hui, les PME ont, elles aussi, besoin d’adopter une stratégie de marque, pour faire face à la concurrence.Par Gwenaëlle de Kerret, spécialiste de la marque et Carole Benaiteau, consultante en valorisation des PMEPremière publication

Design thinking et sémiologie : donner du sens à l’innovation

 Quelles sont les opportunités d’un croisement entre le design thinking, qui vise à orienter le processus créatif, et la sémiologie ? Réponse avec Annabelle Puget, design thinker et architecte, et Gwenaëlle de Kerret, sémiologue et docteur en sciences de l’information et de la communication.Par Gwenaëlle de Kerret* et Annabelle Puget**Première publication de cet article le