B2B marketing is undergoing a metamorphosis. Too much content, too many requests, too much noise. And yet, the audience hasn't grown. As a result, companies and content creators need to rethink their approach. That's what we shared at our Brainy Breakfast, with a mix of observations, concrete practices and ways forward.
In a constantly evolving marketing landscape, this article explores two central themes: the impact of artificial intelligence on content marketing, and the persistent importance of human connections and public relations.
Artificial intelligence is everywhere. In our pockets, in our cars, in our offices. It writes texts, generates images, answers our emails, analyzes our data. As it takes on more and more complex tasks, the question arises: is it making us smarter or lazier? My high school math teacher used to address the class with his “young people, take your calculator, it's never wrong”. Is it the same with AI?
Find out how you can integrate Copilot effectively into your Teams conferences to simplify numerous tasks in just a few clicks.
Back from CES 2025 in Las Vegas, the impact of AI is more palpable than ever. This year, under the theme “AI, Everywhere, Everytime, For everyone”, exaggeration seems absent.
La générosité n'est pas une question de dons ou d'actions philanthropiques. C'est une approche globale, un état d'esprit qui doit imprégner toutes les interactions avec les clients et les partenaires.
Our premise: No, creativity is not an innate talent reserved for the few, but a discipline that anyone can cultivate through constant effort. Creativity is not an occasional flash of inspiration, but the result of daily practice.
In a world of increasingly saturated markets, brand positioning is emerging as an essential compass for navigating the sea of competitors. Clearly defining your positioning early on is not just a strategy; it's a necessity for any brand, any company, aspiring to stand out and succeed.
How do you choose between a brand-building strategy and short-term ‘sales’ activations?
In the context of mergers and acquisitions (M&A), the integration of different corporate cultures and brands under a single banner poses a considerable challenge, especially in the field of marketing. Adopting a ‘One-Brand’ strategy can be the key to smoothing this transition.
By broadening its range of services, BBM 74 is giving itself the means to diversify its sources of revenue and thereby strengthen its growth potential.
Inox assisted the canton of Vaud and AlpICT in developing a study to provide clear and objective indicators of the number of training courses offered by the canton of Vaud.
In an increasingly saturated and competitive business environment, a robust brand strategy has become a crucial element for companies. As products and services become increasingly homogenised, it is the strength of the brand that enables companies to stand out from the crowd, build lasting relationships with customers and ensure continued growth.
In the dynamic arena of modern marketing, market analysis is not just an advantage, it's a necessity. It is the beacon that guides brands through the tumultuous waters of consumer trends, economic fluctuations and competitive battles.
To reinforce its position as an expert in high-precision turning, Lauener SA has strengthened its identity, reformulated its brand and developed a communications strategy.
What challenges revolve around the communication of a museum in 2022? Virginie Galbarini, head of latenium communication, a reputable archeology museum located on the banks of Lake Neuchâtel, accepted our invitation to talk about this theme and the collaboration between the cultural institution and stainless steel communication.
Julien Poffet and Fabien Guillaume, associates at Luceed, give us their impressions of the transformation of their company into a brand with well-defined values and positioning, a process throughout which Inox Communication supported them.
The Service Intercommunal des Énergies (SIE), previously the electricity distribution network operator for western Lausanne, has decided to expand its activities to position itself as a full-service energy provider for its customers and the region. Inox Communication supported the client in this repositioning.
Transforming corporate communications into a group strategy: that's the challenge that the Vonarx Group, a major player in the construction sector, and Inox Communication have taken up together. Livio Proserpi, Managing Director of Vonarx, came to discuss with us the challenges involved in the advent of the group.
‘How do we assert our brand and our message to our customers and our teams?’ That's the question Luceed, a company that helps businesses with their digital transformation projects, asked us.
Inox Communication was involved in developing the vision for the Next Factory, the Mikron Group's new flag-building. Jean-François Bauer, Head of Marketing & Business Development, talks about the project.
2 Robin, 1 project: the co-founders of Discover Earth media were interviewed about their collaboration with Inox Communication on the creation of their new web platform.
Inox listened attentively and was open to dialogue, so as to better understand our concept, then explained the options it wanted to offer us in a simple, rational way.
We need suppliers with ideas, who spontaneously suggest improvements, who understand how we work, and Inox has met this need.
Inox has a skilled team, ready to travel, and able, through its network, to draw on resources complementary to its own to implement the strategy it proposes.
Groupe E and Inox Communication have created a single brand whose services are now focused on customers and their needs.
Inox enabled us to take a step back and look at the situation from a more global perspective, taking our strategic thinking much further.
The challenges are so complex that we're going to have to be creative to come up with tomorrow's solutions. And for me, it's clear that the best breeding ground for creativity is diversity.
The success of a web project often depends on the definition of its objectives.
Whether we like it or not, we're going to have to change and be creative to make progress.
One aspect that I like in this job is the relational side: I exchange every day with customers, the team, providers. This gives the keys to succeed in the project.
When it comes to typographic choices, restriction is liberating: the more constraints you put on yourself, the more likely you are to get the right result.
Shopify makes it possible to start selling effectively on a budget of less than CHF 5,000.
SA symbol of safety, courage and dedication, firefighters play a fundamental role in the smooth running of our societies. United by the same values and driven by similar missions, the various cantonal bodies have decided to reflect together on their positioning and their communication strategy.
A logo is an essential molecule extracted from a brand or company’s institutional DNA. Defining values, missions and objectives prior to creative developments are fundamentals required to extract the perfect, most efficient, simple and unique logo specimen.
NEW ECONOMIC MODELS REQUIRE NEW STRATEGIES Recovering waste into primary material for industry is the epitome of a revolutionary business model developed by TRS – Tyre Recycling Solutions. But be forewarned, you will be tempted to invest.
It was back in the eighties at Stanford University in California, where Rolf Faste, inspired by the work of Robert H. McKim, defined the principles of design thinking. Interestingly, the discipline was inspired by experimentation in the visual arts and not industrial design – probably due to the fact that graphics open more doors for experimentation in a simple and accelerated way. Did you say agility?
COMMUNICATING NEW BUSINESS MODELS Computerisation produces new strategies without precedents, requiring the understanding of an audience unaware of its existence.
With a history spanning over 125 years, BCN is the no.1 bank in the canton of Neuchâtel. By repositioning and evolving its brand identity, BCN aims to differentiate itself from its competitors thanks to an exclusive proximity-based customer experience built on 3 fundamental pillars: its Neuchâtel-based heritage, its accessibility and human touch, and its simplicity and modernness.
Inox’s history is intimately connected with the world of watchmaking. True luxury lies in the perpetuity of time-honoured savoir-faire. Perseverance, precision and passion are traditional Swiss virtues we enthusiastically embrace.
MEASURED PERFORMANCE POTENTIAL Exposing a brand online is one thing. Creating an e-commerce platform is an entirely different kind of animal. Constant challenges exist from the moment a digital point-of-sale is activated through to performance measurement and analysis.
TRANSFORMING A BUSINESS’S COMMUNICATION INTO A GROUP STRATEGY By verticalising its scope of offerings, the company shifts from a construction material hauler into a global supplier of construction solutions.