{"id":3612,"date":"2019-10-30T15:01:51","date_gmt":"2019-10-30T14:01:51","guid":{"rendered":"https:\/\/www.ard.ch\/brand-authenticity-why-brands-need-to-get-real\/"},"modified":"2021-05-25T15:35:15","modified_gmt":"2021-05-25T13:35:15","slug":"authenticite-pourquoi-les-marques-doivent-devenir-vraies","status":"publish","type":"post","link":"https:\/\/www.ard.ch\/fr\/authenticite-pourquoi-les-marques-doivent-devenir-vraies\/","title":{"rendered":"Authenticit\u00e9: pourquoi les marques doivent devenir vraies"},"content":{"rendered":"<div class=\"the-content\"><p>Lorsque les \u00e9quipes marketing se r\u00e9unissent pour discuter des strat\u00e9gies destin\u00e9es \u00e0 diff\u00e9rencier leur marque et \u00e0 lui donner une plus grande r\u00e9sonance, l\u2019attention port\u00e9e \u00e0 la question de l\u2019authenticit\u00e9 est de plus en plus grande. Plus qu\u2019un simple attribut, l\u2019authenticit\u00e9 de la marque rev\u00eat des dimensions psychologiques et symboliques: les marques authentiques savent ce qu\u2019elles repr\u00e9sentent et le montrent clairement aux consommateurs \u00e0 travers tous leurs touch points.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Lorsque les \u00e9quipes marketing se r\u00e9unissent pour discuter des strat\u00e9gies destin\u00e9es \u00e0 diff\u00e9rencier leur marque et \u00e0 lui donner une plus grande r\u00e9sonance, l\u2019attention port\u00e9e \u00e0 la question de l\u2019authenticit\u00e9 est de plus en plus grande. Plus qu\u2019un simple attribut, l\u2019authenticit\u00e9 de la marque rev\u00eat des dimensions psychologiques et symboliques: les marques authentiques savent ce [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"wds_primary_category":0,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-3612","post","type-post","status-publish","format-standard","hentry","category-articles-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts\/3612","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/comments?post=3612"}],"version-history":[{"count":0,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts\/3612\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/media?parent=3612"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/categories?post=3612"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/tags?post=3612"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}