{"id":10851,"date":"2021-06-16T16:08:00","date_gmt":"2021-06-16T15:08:00","guid":{"rendered":"https:\/\/brandfinance.com\/?p=10851"},"modified":"2021-06-17T11:25:50","modified_gmt":"2021-06-17T10:25:50","slug":"orange-la-marque-francaise-la-plus-valorisee","status":"publish","type":"post","link":"https:\/\/brandfinance.com\/insights\/orange-la-marque-francaise-la-plus-valorisee","title":{"rendered":"Orange: The Most Valuable Brand in France"},"content":{"rendered":"\n

Orange<\/strong> <\/a>has continued its title as the most valuable brand in France<\/a>. B\u00e9atrice Mandine, Executive Director of Communication, Brand and Engagement, talks to us about the transformation of the brand.<\/p>\n\n\n\n

Interview with B\u00e9atrice Mandine<\/h2>\n\n\n\n
\"B\u00e9atrice
B\u00e9atrice Mandine, Executive Director of Communication, Brand and Engagement<\/figcaption><\/figure><\/div>\n\n\n\n

At the end of 2019, under the 'Pacte' law, Orange adopted its co-created purpose. What role does this play in the relationship that the Orange brand maintains with its employees in France as well as internationally?<\/strong><\/p>\n\n\n\n

Our raison d'\u00eatre has first and foremost been a project to mobilise our employees. During 2019, each of them was able to participate in its development via a large internal proposal feedback mechanism. From this mobilisation, our vision was born, to follow \"As a trusted partner, Orange gives everyone the keys to a responsible digital world.<\/em>\".<\/p>\n\n\n\n

And if proof of the sincerity of our commitment was needed, it is at the heart of 2020, a year so special, a few weeks after the first lockdown in France, that we decided to include our raison d'\u00eatre in the statutes of the company by a vote at the general meeting. It is now our compass, that guides all our actions.<\/p>\n\n\n\n

You mentioned the year 2020, what were the most significant impacts of the pandemic on the Orange brand and its activities? What actions are you most proud of in the responses provided by Orange?<\/strong><\/p>\n\n\n\n

The immediate question that everyone must have asked themselves at the start of this pandemic, was that of its usefulness in this new paradigm.<\/p>\n\n\n\n

For Orange as a whole, the answer was just as obvious as it was immediate: in a society whose health rules led us to distance ourselves, being able to communicate seemed even more essential. We were able to count on those we call \"the heroes of the network\"<\/em>, our technicians, who did not hesitate to mobilise to ensure the maintenance of this essential link.<\/p>\n\n\n\n

Reflecting what the company is, the expression of the brand did not escape this question of utility, and we had a circumstantial response with our slogan: \"Bring you closer to what matters\".<\/em><\/p>\n\n\n\n

We put the power of the Orange brand at the service of those who needed it most: an audience of seniors, more isolated, less connected and whose main or even the only medium remains television (with an average of 7.40 hours of viewing per day).<\/p>\n\n\n\n

We, therefore, suggested that families record videos for their elders, and we broadcast them in spots usually intended for our commercials. Another form of the utility of the brand and its communication.<\/p>\n\n\n\n

What other challenges, trends or opportunities will the Orange brand have to face in the coming years?<\/strong><\/p>\n\n\n\n

Consumer citizens expect more and more commitments from companies on societal and environmental issues. Faced with this phenomenon, Orange is arming itself with a raison d'\u00eatre and an \"Engage2025<\/em>\" strategic plan, as a clear and intelligible response to the new challenges facing our society.<\/p>\n\n\n\n

The challenge for the brand is therefore obvious: to set the company in motion, with its internal and external stakeholders, to show that we are keeping these commitments. This objective paves the way for many projects that we have initiated: building a brand experience that makes the company's commitment felt regardless of the audience and whatever the point of contact, adopting a responsible practice of our profession. Communicating in both form and substance, and maximising our impact by providing our audiences with the means to commit to a responsible digital world.<\/p>\n\n\n\n

Entretien avec B\u00e9atrice Mandine<\/h2>\n\n\n\n
\"B\u00e9atrice
B\u00e9atrice Mandine, Directrice ex\u00e9cutive de la Communication, de la Marque et de l'Engagement<\/figcaption><\/figure><\/div>\n\n\n\n

Fin 2019, dans le cadre de la loi Pacte, Orange s\u2019est dot\u00e9e de sa raison d\u2019\u00eatre. Quel r\u00f4le joue celle-ci dans la relation qu\u2019entretient la marque Orange avec ses collaborateurs en France et \u00e0 l\u2019international ?<\/strong><\/p>\n\n\n\n

Notre raison d\u2019\u00eatre a d\u2019abord et avant tout \u00e9t\u00e9 un projet de mobilisation de nos collaborateurs. Courant 2019, chacun d\u2019entre eux a pu participer \u00e0 son \u00e9laboration via un grand dispositif de remont\u00e9e de propositions internes. De cette mobilisation est n\u00e9e notre vision, le cap \u00e0 suivre : \u00abOrange est l\u2019acteur de confiance qui donne \u00e0 chacune et \u00e0 chacun les cl\u00e9s d\u2019un monde num\u00e9rique responsable\u00bb.<\/p>\n\n\n\n

Et s\u2019il fallait une preuve de la sinc\u00e9rit\u00e9 de notre engagement, c\u2019est au c\u0153ur de cette ann\u00e9e 2020 si particuli\u00e8re, quelques semaines apr\u00e8s le premier confinement en France, que nous avons d\u00e9cid\u00e9 d\u2019inscrire notre raison d\u2019\u00eatre aux statuts de l\u2019entreprise par un vote \u00e0 l\u2019assembl\u00e9e g\u00e9n\u00e9rale. Elle est dor\u00e9navant notre boussole, celle qui guide toutes nos actions.<\/p>\n\n\n\n

Vous \u00e9voquez l\u2019ann\u00e9e 2020, quels ont \u00e9t\u00e9 justement les impacts les plus significatifs de la pand\u00e9mie sur la marque Orange et ses activit\u00e9s ? De quelles actions \u00eates-vous la plus fi\u00e8re dans les r\u00e9ponses apport\u00e9es par Orange ?<\/strong><\/p>\n\n\n\n

La question imm\u00e9diate que chacun a d\u00fb se poser au d\u00e9but de cette pand\u00e9mie \u00e9tait celle de son utilit\u00e9 dans ce nouveau paradigme.<\/p>\n\n\n\n

Pour Orange dans sa globalit\u00e9, la r\u00e9ponse a \u00e9t\u00e9 tout aussi \u00e9vidente qu\u2019imm\u00e9diate: dans une soci\u00e9t\u00e9 dont les r\u00e8gles sanitaires nous amenaient \u00e0 nous distancier, pouvoir communiquer \u00e9tait apparu comme encore plus essentiel. Nous avons pu compter sur ceux que nous appelons \u00ables h\u00e9ros du r\u00e9seau\u00bb, nos techniciens, qui n\u2019ont pas h\u00e9sit\u00e9 \u00e0 se mobiliser pour assurer le maintien de ce lien essentiel.<\/p>\n\n\n\n

Reflet de ce qu\u2019est l\u2019entreprise, l\u2019expression de la marque n\u2019a pas \u00e9chapp\u00e9 \u00e0 cette question de l\u2019utilit\u00e9\u2026et nous avions une r\u00e9ponse de circonstance avec notre signature : \u00abVous rapprocher de l\u2019essentiel\u00bb. <\/p>\n\n\n\n

Nous avons mis la puissance de la marque Orange au service de ceux qui en avaient le plus besoin: un public de personnes seniors, plus isol\u00e9es, moins connect\u00e9es et dont le principal voire le seul m\u00e9dia reste la t\u00e9l\u00e9vision (avec une moyenne de 7h40 de visionnage par jour). <\/p>\n\n\n\n

Nous avons donc propos\u00e9 aux familles d\u2019enregistrer des vid\u00e9os pour leurs a\u00een\u00e9s, et nous les avons diffus\u00e9es dans des spots habituellement destin\u00e9s \u00e0 nos publicit\u00e9s. Une autre forme d\u2019utilit\u00e9 de la marque et de sa communication.<\/p>\n\n\n\n

Quels autres challenges, tendances ou opportunit\u00e9s la marque Orange devra affronter dans les prochaines ann\u00e9es ?<\/strong><\/p>\n\n\n\n

Les consommateurs-citoyens attendent de plus en plus d\u2019engagements de la part des entreprises sur des sujets soci\u00e9taux et environnementaux. Face \u00e0 ce ph\u00e9nom\u00e8ne, Orange s\u2019arme d\u2019une raison d\u2019\u00eatre et d\u2019un plan strat\u00e9gique \u00abEngage2025\u00bb, comme une r\u00e9ponse claire et intelligible aux nouveaux d\u00e9fis de notre soci\u00e9t\u00e9. <\/p>\n\n\n\n

Le challenge pour la marque est donc \u00e9vident: mettre en mouvement l\u2019entreprise, avec ses parties prenantes internes et externes, pour montrer que nous tenons ces engagements. Cet objectif ouvre la voie \u00e0 de nombreux projets que nous avons initi\u00e9s: construire une exp\u00e9rience de marque qui fasse ressentir l\u2019engagement de l\u2019entreprise quel que soit le public et quel que soit le point de contact, adopter une pratique responsable de notre m\u00e9tier de communicant sur la forme comme sur le fond, et maximiser notre impact en mettant \u00e0 la disposition de nos publics les moyens de s\u2019engager pour un monde num\u00e9rique responsable.<\/p>\n\n\n

\"Brand<\/div>
Brand Finance France 150 <\/h5>
T\u00e9l\u00e9chargez le rapport annuel sur les marques fran\u00e7aises les plus fortes et les plus valoris\u00e9es en 2021.<\/span>
<\/div><\/div><\/a><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

Orange a repris son titre de la marque la plus valoris\u00e9e de France. B\u00e9atrice Mandine, Directrice ex\u00e9cutive de la Communication, de la Marque et de l'Engagement nous parle de la trasformation de la marque.<\/p>\n","protected":false},"author":6,"featured_media":10854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[143,135],"tags":[48,125],"class_list":["post-10851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fr","category-brand-spotlights","tag-france","tag-telecoms"],"acf":[],"_links":{"self":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/10851","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/comments?post=10851"}],"version-history":[{"count":5,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/10851\/revisions"}],"predecessor-version":[{"id":11665,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/posts\/10851\/revisions\/11665"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media\/10854"}],"wp:attachment":[{"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/media?parent=10851"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/categories?post=10851"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandfinance.com\/wp-json\/wp\/v2\/tags?post=10851"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}