By: AUBRUN Frédéric (BBA INSEEC Lyon), HALLEM Yousra (BBA INSEEC Lyon), BEN ARFI Wissal
Best Research Case Award 2023 FNEGE-CCMP
You've just been hired as a brand content manager, with the main task of creating editorial content for the Voisin brand, a Lyon-based chocolatier, in response to the following question: how can Voisin make a successful digital transition while capitalizing on its Lyon-based heritage?
You will be asked to respond to this problem in three stages, corresponding to the three stages of brand communication: building an identity prism, establishing a digital diagnosis and proposing an editorial strategy, using the many conceptual and methodological tools provided in the case.
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