{"id":10084,"date":"2022-02-16T06:00:00","date_gmt":"2022-02-16T11:00:00","guid":{"rendered":"http:\/\/720eab50-b046-4b94-861b-4b5adb356fc4"},"modified":"2023-03-01T15:57:15","modified_gmt":"2023-03-01T20:57:15","slug":"77-les-lois-des-rp-et-du-marketing-regle-no-17-les-contraires","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2022\/02\/16\/77-les-lois-des-rp-et-du-marketing-regle-no-17-les-contraires\/","title":{"rendered":"77- Les lois des RP et du marketing \u2013 r\u00e8gle no 17 : les contraires"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_5378\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10084-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/47728544\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-16%2F61e40804-2cb2-4200-46f1-03d68a8613d0.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/47728544\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-16%2F61e40804-2cb2-4200-46f1-03d68a8613d0.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/47728544\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-1-16%2F61e40804-2cb2-4200-46f1-03d68a8613d0.mp3<\/a><\/audio><\/div><p>En fran\u00e7ais, on dit que les contraires s\u2019attirent, mais ce n\u2019est pas ce dont on parle ici. Cette loi est parfois utilis\u00e9e par les marques pour mettre de l\u2019avant ce qui les oppose \u00e0 leur plus proche concurrent.<\/p>\n<p>Pensez \u00e0 Apple et Microsoft, ainsi qu\u2019\u00e0 cette <a href=\"https:\/\/www.youtube.com\/watch?v=qfv6Ah_MVJU\">campagne de publicit\u00e9<\/a>formidable devenue iconique :<\/p>\n<p>I\u2019m a Mac, I\u2019m a PC qui met en lumi\u00e8re ce qui oppose ces deux marques :<\/p>\n<ol>\n<li>Le Mac est incarn\u00e9 ici par un jeune homme d\u00e9contract\u00e9, qui porte un chandail \u00e0 capuche (cool et branch\u00e9);<\/li>\n<li>Le PC est incarn\u00e9 par un homme dans la quarantaine, qui porte un costume cravate (vieux jeux);<\/li>\n<li>Le PC est enrhum\u00e9 et a peur des virus, tandis que le MAC ne craint pas les virus;<\/li>\n<li>Le Mac est cr\u00e9atif, alors que le PC est s\u00e9rieux et ennuyeux.<\/li>\n<\/ol>\n<p>Cette strat\u00e9gie est souvent utilis\u00e9e par des marques qui occupent les 2eet 3eplace dans l\u2019\u00e9chelle de l\u2019esprit des consommateurs.<\/p>\n<p>Aujourd\u2019hui, on comprend qu\u2019Apple, dont la capitalisation boursi\u00e8re d\u00e9passe les 3 000 milliards de dollars, a bien jou\u00e9 ses cartes, devan\u00e7ant Microsoft, laquelle affiche une capitalisation boursi\u00e8re sup\u00e9rieure \u00e0 2 000 milliards de dollars.<\/p>\n<p>Rappelez-vous la campagne de Pepsi \u2013 le choix d\u2019une nouvelle g\u00e9n\u00e9ration (<em>the choice of a new generation : The Pepsi Generation<\/em>). Un autre exemple parfait illustrant cette loi des contraires. Coca-Cola, une marque plus que centenaire ancienne et traditionnelle; Pepsi, une marque jeune et branch\u00e9e.<\/p>\n<p>Cette loi permet \u00e0 des marques de se mettre en lumi\u00e8re et de garder \u00e0 distance celles qui sont tout juste derri\u00e8re elle, en occupant le terrain des contraires.<\/p>\n<p>Ceux qui \u00e9tudient le comportement des consommateurs ont remarqu\u00e9 que les march\u00e9s de marque comportaient souvent deux groupes distincts : ceux qui adorent la marque no1 et ceux qui ach\u00e8teraient tout sauf la marque no1.<\/p>\n<p>C\u2019est ici que les RP peuvent entrer en jeu pour valoriser des marques qui ne sont pas ces g\u00e9ants, ces premiers tout en haut de l\u2019\u00e9chelle :<\/p>\n<ul>\n<li>Les journalistes et les influenceurs adorent parler des nouvelles marques;<\/li>\n<li>L\u2019aspect local est encore appr\u00e9ci\u00e9 des influenceurs et des m\u00e9dias;<\/li>\n<li>Les magazines ont pour mandat de faire d\u00e9couvrir ce qui est nouveau et tendance.<\/li>\n<\/ul>\n<p>Chez Nata, nous utilisons souvent cette loi lorsque nous nous pr\u00e9sentons \u00e0 de nouveaux clients : nous sommes une agence boutique, \u00e0 \u00e9chelle humaine. Sous-entendu : nous ne sommes pas de ces agences \u00e9normes qui multiplient les contrats pour payer leurs loyers et leurs nombreux employ\u00e9s\u2026<\/p>\n<p>Connaissez-vous les aspects qui vous distinguent de vos concurrents et que vous pourriez mettre en lumi\u00e8re?<\/p>\n<p>J\u2019esp\u00e8re que cet \u00e9pisode vous a plu et que cette pause RP\/marketing stimule votre cr\u00e9ativit\u00e9.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a><u>.<\/u><\/p>\n<p><u>I\u2019m a MAC I\u2019m a PC :<\/u><\/p>\n<p><u>https:\/\/www.youtube.com\/watch?v=qfv6Ah_MVJU<\/u><\/p>\n<p>Pour en savoir plus :<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/natapr_\/?hl=en\">NATA PR Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/nataprschool\/?hl=en\">NATA PR SCHOOL Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/NATAPRMTL\">NATA PR FACEBOOK<\/a><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/779709\/admin\/\">NATA PR LINKEDIN<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En fran\u00e7ais, on dit que les contraires s\u2019attirent, mais ce n\u2019est pas ce dont on parle ici. Cette loi est parfois utilis\u00e9e par les marques pour mettre de l\u2019avant ce qui les oppose \u00e0 leur plus proche concurrent. Pensez \u00e0 Apple et Microsoft, ainsi qu\u2019\u00e0 cette campagne de publicit\u00e9formidable devenue iconique : I\u2019m a Mac, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>77- Les lois des RP et du marketing \u2013 r\u00e8gle no 17 : les contraires - Nata PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/natapr.com\/fr\/2022\/02\/16\/77-les-lois-des-rp-et-du-marketing-regle-no-17-les-contraires\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"77- Les lois des RP et du marketing \u2013 r\u00e8gle no 17 : les contraires - Nata PR\" \/>\n<meta property=\"og:description\" content=\"En fran\u00e7ais, on dit que les contraires s\u2019attirent, mais ce n\u2019est pas ce dont on parle ici. 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