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The Desigual Trend

Creating your logo is a critical time in your company’s history. It stands at the top of the iceberg and should be preceded by a deep market positioning analysis. A logo sends a message.

Still, we can’t object that there is a fair part of taste in choosing that mega big part of your brand. And that’s about the time I realized how strong the Desigual trend is, especially in the beautiful region of Sorel. 


This is Desigual:

Of course, you know that brand. I am personnally very keen on it. It targets a rather high standard market, while breaking the codes that usually govern it: rather than plain colors, chic and classic navy blue and sand, the enthusiasm and energy released by this brand have disruptive, daring and positive sides that appeal to me.


While navigating around the sites of the excellent marketing and communication agencies that exist in our prolific region, I came across this nice web banner from Studio Grafik:

Well, I have to admit that I found it so beautiful, I almost cried. I wish I could say I did it.


Another example, slightly different but captivating, playing the deconstruction and vitality cards: this sublime poster by Thierry Migeon who brilliantly illustrates the famous creative freedom:


Finally, in the logo category, the CJE Pierre-De Saurel holds my attention with this creation, inspiring creation. I like the thick typography that guarantees good visibility for the acronym and a bolder initiative for an organization with a young audience. A successul creation signed by Agence Caza.

What about my own logo?

For the first time in my life, I authorized myself to combine independence of mind and efficiency (my obsessions) with a bit of a trendy inspiration.

  • I chose black, to ensure readability, power and increased efficiency, because that’s what I bring to my client.
  • The whole thing is not “crazy”; by choice, because my work stands out from the crowd thanks to expertise, analysis, planning & optimization—rigorousness. I know the needs of entrepreneurs, their constraints and this expertise in the business world gives me a head start.
  • The explosition of blue (my “agency”side) is however allowed to get out of the box. Because creativity is absolutely necessary to explore options and question tactics.

Do you like it? Do you think the Desigual trend is only Soreloise? Have you seen other examples of this broader trend?


UPDATED November 21, 2019: The trend is still there!




Ad Strategie can help you design your logo !

Disposable marketing is back

Despite full employment and although we live in the most capitalist century in our history, marketing is still a secondary expense for many companies. 

Let’s not even talk about communications – the whole thing often forms a single department, the one regrouping the “cute girls in charge of drawings”. How is that even still possible?

Marketing and communications, same thing?

The first mistake of many SMBs is that they won’t even see the difference between marketing and communications.

The role of marketing is to establish a fit between a product or service and its market (consumers). What do I sell, to whom, at what price, through which channel?

As you notice right away, marketing is deeply related to the very art of product design.

Let’s be clear: It’s not about taking “any item” produced by an engineer (even if it’s really great), saying “oh wow, how nice!“, design a logo and put it on sale to see if the fish bites.

At the very core of business management, it is rather necessary to make sure that your item fulfills a need (or a least, a desire). Should we add features to surpass a competitor? Adjust the production costs to access a greater pool of consumers and guarantee a convenient return on investment?

Those are questions at the very heart of profitability.

Consequently, marketing itself is a crucial key to profit earning.

Then you may wonder: how comes marketing employees are still considered as a disposable, second-importance resource?

Don’t hesitate to read Stephanie Kennan’s article on that subject (in French).

Media placement, PR… all expenses!

For many entrepreneurs, marketing is about advertising and that’s it. It’s about executing broadcast tactics.

“Product. Consumer. Just create the link between them, please.
Send emails, seduce prospects. Generate leads.”

We are getting closer to the concept of communications (and don’t misunderstand me: I won’t minimize their importance in comparison to marketing).

Finding the means (words, graphics, media) to reach targeted individuals. inform them about our very existence. Convince them of our usefulness. In the end, generate an act of purchase or simple appreciation, depending on whether the art of communications must be performed to reach sales or visibility.

Believe me, effort and talent are needed to perfectly adjust the shot!

Fashionable relationship marketing

It is interesting to think about how the emergence of relationship marketing has, in a way, done a lot of damage to the proper understanding of our industry.

Relationship marketing aims at establishing individualized, interactive, recurring relationships with customers, in order to build a lasting, engaging emotional link to them, and ultimately, sell them our products (many times—if possible).

In other words, there is only one step between relationship marketing and consumer communications—this step being the conversation between the brand and the consumer, which is often the most difficult to climb.

Beware of extrapolations! I do not want to imply that relationship marketing is a useless fashion, or a new, meaningless word. No doubt about it: it is a critical trend, a key tool that you should definitely consider adding to your toolbox if you didn’t already.

But this toolbox must be brought to heel and integrated within your marketing strategy, like a faithful dog awaits his master’s command. Mostly you need to ensure it goes after the right fish.



Do you want your marketing to shoot your best arrows?

Position your archer as close as possible to your business strategy.