JOOSNABHAN

branding & word design

WORDS COME FIRST

TO DEFINE AND DIFFERENTIATE
TO INSPIRE AND CREATE VALUE
WORDS HAVE A PURPOSE, A DESIGN
FOR BRANDS AND THEIR AUDIENCES
TO FORGE IDENTITIES
IMAGES AND PERCEPTION
WE DO WORD DESIGN
WE DO BRANDING

Word Design

Working on brands is working on words. Their purpose, their design, from strategy to creation, right up to implementation.

Strategy

WORDS THAT DEFINE

Audit
Positioning
Key messages
Brand architecture
Communications plan

Creation

WORDS THAT EXPRESS

Naming & Nomenclature
Baseline
Brand language
Manifesto
Copywriting

Implementation

WORDS THAT INSPIRE

Tone of voice guidelines
Brand Book
Writing workshops
Editorial direction
Change management

Projects

Define, express and inspire. Three keywords to transform brands.

  • France Télévisions
  • Nespresso
  • Hermès
  • TF1
  • IZIPIZI
  • EVE
  • EPIQE
  • MWM
  • ARIANESPACE
  • UMEN
  • B'TWIN
  • MILLE 8
  • MOULIN ROUGE
  • OUIGO
  • THALYS
  • ADWEN
  • SMART ADSERVER
  • R-LINK
  • SHOPTIMISE
  • TERRES DE CAFÉ

France Télévisions

RETHINKING PUBLIC BROADCASTING IN A DIGITAL WORLD

France Télévisions is facing a major revolution. Linear television was once the heart of a system which included digital offshoots, but it has now been overturned. How can a public television group continue to seduce and make its mark in a world of digital and self-serve content

With a digital leap. A central brand which represents the entirety of the new digital ecosystem: france.tv

Grand Prix Stratégies du design 2018: Global brand design (Gold) and Grand Prize (in partnership with Movement for the visual identity).

Work done:

– Audit and positioning
– Brand architecture
– Naming
– Support and applications

Nespresso

A new life for coffee

 

Nespresso has long been the standard for coffee, thanks in part to its use of a specialist vocabulary. Today, however, the brand has been copied and misappropriated, to the point where it is now perceived as distant and elitist.

How then can a brand voice help Nespresso reconnect with its audience and become more human?

By starting a conversation which places the client at the center, with a brand voice that conveys its purpose, “To inspire tasteful and meaningful living”.

Work done:

– Brand voice and guidelines
– Copywriting for multiple formats
– Training workshops and tools
– Naming (O by Nespresso, Origin, Next…)
– Support and applications

Hermès

Sharing "l'esprit Hermès"

 

How can the Maison Hermès create a connection with its public on social media?

Giving a voice to the Maison Hermès to inspire, intrigue and surprise, both in France and across the world.

With the ambition to write Hermès whilst remaining faithful to the centennial “Esprit” of the Maison, its craftsmen and its creations.

Work done:

– Brand voice
– Editorial guidelines (French and English)
– Copywriting
– Editorial management

TF1

Inspire like a leader

 

TF1 views the world with optimism, but how can the brand voice this optimism using more than just images?

By attributing the words of a visionary leader to the TV channel, with a tone of voice which adopts the stance of an inspirational leader and brings its content to life. A change from the media environment TF1 evolves in, focused on power and audience shares, towards a more emotional purpose.

 

Grand Prix Stratégies du design 2016: Brand voice
Grand Prix Stratégies du design 2019: Brand voice applied to company offices (gold)

Work done:

– Brand voice
– Key messages
– Editorial guidelines
– Brand book
– Writing workshops
– Brand voice applied to company offices

IZIPIZI

Put a smile on your face

 

How can a lifestyle brand of glasses differentiate itself in the world of fashion and eyewear, often very serious?

With a brand voice, and a name, which puts a smile on people’s faces. By always associating the product’s benefits to a positive expression. Going against the category standards. A brand voice applied to every point of contact, whatever the point of sale.

 

Grand Prix Stratégies du design 2018: Brand voice (Bronze)

 

Work done:

– Naming
– Brand voice
– Editorial guidelines
– Support and applications

EVE

A mattress to get off on the right foot

 

How can a start-up that has reinvented the business model for mattresses express its singularity on the French market?

By wishing its customers a “good day”. In a category that focuses on night-time, or on technical specifications, eve has a light, playful, tone, centered on the client, to show that all you need to have a good day, is a good night.

 

Grand Prix Stratégies du design 2017: Brand voice (Gold)

 

Work done:

– French brand voice
– Editorial guidelines
– Website
– Advertising campaign

EPIQE

Naming the new equestrian experience

 

How can the common platform for horse racing in France find a name to help it shine amongst its audiences?

With a name that connotes the adventure and emotions present in equestrian competitions: EpiqE. A visual name, in line with the sport’s high ambitions. This name was part of a global brand project, in partnership with Dragon Rouge.

 

Grand Prix Stratégies du design 2017: Global brand design (Bronze)

 

Work done:

– Naming

MWM

WAKING UP THE WORLD OF DIGITAL MUSIC

How do you become the symbol of digital music?

With a symbolic and visual name: MWM represents the sine wave which is so emblematic of digital music, but also the heartbeat and emotions tied to this music.

The name is simple, which makes its visual properties stand out, no matter where it is written. MWM is also an acronym that can convey a description of the company and its key activities: Music World Media, Music We Make, Music We Mix…

 

Grand Prix Stratégies du design 2018: Naming (Silver)

 

Work done:

– Naming

ARIANESPACE

MISSION TO SUCCESS

How can a brand renew and express its leadership?

Arianespace is the uncontested leader in aerospace transportation, but it faces increased competition from newcomers. In order to renew the sector’s conventions and to convey its position as leader rather than asserting it, Arianespace has a new motto: Mission to success.

This is built on the company’s purpose, which is to accompany its partners in guaranteeing the success of their operations, and helping them make space the reason for a better life on Earth.

Work done:

– Audit and brand positioning
– Brand platform
– Base line
– Brand voice
– Editorial guidelines
– Communications plan
– Support and applications

UMEN

MAKING HEALTH INSURANCE MORE HUMAN

 

Being more committed, more human. That is the promise made by Umen. A health insurance company with strong ties to its cooperative roots. Showing their investment through a human name, and a positive tone of voice.

 

Grand Prix Stratégies du design 2018: Naming (Bronze)

 

Work done:

– Consulting
– Naming
– Brand language

B'TWIN

A WORLD-CLASS BRAND IS AN INNOVATIVE AND POPULAR ONE

 

What positioning and brand architecture would it take to make B’twin the world leader in bicycles?

A great, unique brand, innovative and accessible, likeable and popular, where the individual is placed at the heart of its initiatives. A great brand for everyone, for every bike and for every use.

Its ambition: to make the bike man’s best friend.

 

Work done:

– Audit
– Brand positioning
– Brand architecture
– Change management

MILLE 8

THE ESSENCE OF ARC 1800

 

A new space for leisure and experience at the Arc 1800, a ski resort in the Alps.

 

Grand Prix Stratégies du design 2015: Naming (Honorable mention)

 

 

Work done:

– Positioning
– Naming

MOULIN ROUGE

JOIN THE PARTY!

 

The Moulin Rouge is much more than an emblematic show.

It is the spirit of Parisian revelry. It shares effervescent moments of joy. Now with a unique persona and language.

 

Work done:

– Key messages
– Brand language
– Copywriting

OUIGO

CAN SNCF LAUNCH HIGH SPEED AT LOW COST?

 

In a favorable context, SNCF is innovating and becoming the first in the world to offer low cost high speed rail transport.

To affirm the distinctiveness of this travel offer, a new brand has been created, Ouigo, backed by SNCF, a leader in quality and transparency.

Transparency is precisely the idea that guides the positioning of Ouigo. Using a simple, clear and colorful identity, the communication adopts a direct, informative and friendly tone.

Work done:

– Positioning
– Brand architecture
– Change management

THALYS

THE ART AND MANNER OF WELCOMING

“Welcome to our world”, the core idea of the Thalys brand, sets the advertising tone. To support this stance, the brand expressions had to be reinforced with both the internal and external public.

By embodying the personality of the host – welcoming and multicultural – a new tone of voice covering the brand’s three languages was created. With a language which makes this stance recognizable at every touch-point, both written and oral.

Work done:

– Brand language
– Tone of voice
– Brand book
– Change management

ADWEN

A BREATH OF FRESH AIR IN THE WORLD OF OFF-SHORE WINDPOWER

 

How to create a new offer in a monopolistic and very established market?

By fulfilling a role lacking on the market, the role of a specialist partner: ADWEN, ADvanced Wind ENergy.

Joint venture between Areva and Gamesa, ADWEN becomes this new, innovating expert, associating experience, know how and agility.

 

Work done:

– Naming

SMART ADSERVER

CREATING VALUE IN THE WORLD OF DIGITAL ADVERTISING

How were we able to transform a technical ad serving supplier into a leading world player in innovation and service?

We started from the idea that the best service is to listen.

In a constantly-evolving sector, the brand undertakes to make listening and advising the core of all its activities, in order to always respond better to the needs and expectations of its clients. Since then, in this age of Big Data, Smart AdServer has not stopped innovating and asserting itself, as an alternative to Google/Double Click.

Work Done :

– Audit
– Brand positioning
– Brand architecture
– Communication strategy
– Change management

R-LINK

GET CONNECTED TO YOUR RENAULT AND TO THE ROAD

What technological name should we give to the new multimedia platform for Renault cars, connoting an intuitive and connected multimedia world?

R-link, a link between the R of “Renault” and of “road” (in both French and English), also sounding like a voice command in relation to the “air” (in French).

Work done:

– Brand language audit
– Naming

SHOPTIMISE

AN EVERYDAY REFLEX FOR ONLINE SHOPPING

 

What brand name should be given to the first e-basket comparison site in order to express the advantages of its online service: economy and pleasure?

For everyday shopping, an everyday reflex was needed. More than a name, Shoptimise (“to shoptimise”) has become the new, instinctive reflex action to save money when shopping online.

 

Grand Prix Stratégies du design 2013: Naming (Nomination)

 

Work Done :

– Brand positioning
– Naming

TERRES DE CAFÉ

AN INVITATION TO TRAVEL TO THE HEART OF THE COFFEE TERROIRS

 

Against the backdrop of the instant coffee giants, is there still place to offer a quality experience?

This is an invitation to go deep into the heart of the coffee terroirs at: Terres de café

A brand that gives coffee the grandeur it deserves.

Like wine, coffee can now be savoured in the Terres de café, right in the center of Paris.

 

Work done:

– Brand positioning
– Naming

Précédent
Suivant

News

Said and done.

Two new prizes at the Transform Awards

le 04-03-20

We’re delighted to announce two Transform Awards for our work with Andjoy!
Silver in Best use of Tone of Voice and Highly Commended in Best Naming Strategy.
Thanks to the jury, and congratulations to the whole Andjoy and JOOSNABHAN teams.
’Til next year, Transform – magazine, ’til next year…

Naming, the inconvenient truth

le 02-03-20

What is your brand’s truth?
In this article, Pierre Nabhan shares his views on naming and the truth that lies at the heart of every brand.

Lire l'article

NEXT STOP, TRANSFORM AWARDS!

le 17-01-20

We’re thrilled to see that our work for Andjoy has been short-listed twice at the Transform Awards 2020

Lire l'article

Biografy, a name that gives life to a hotel group

le 10-10-19

We’re thrilled to announce the launch of Biografy, a rebranding of Hotels Maurice Hurand Group

Lire l'article

"Words come first to connect with the audience"

le 12-09-19

Pierre Nabhan talks to TV Finance about branding and word design (interview in French)

Lire l'article

What voice does your brand need?

le 28-08-19

Pierre Nabhan from JOOSNABHAN and Roscoe Williamson from MassiveMusic on giving voice to brands in the latest Creative Review issue

Lire l'article

The IAU has a new name

le 12-06-19

The IAU (l’Institut d’aménagement et d’urbanisme d’Île-de-France) becomes L’Institut Paris Region.

Lire l'article

IZIPIZI launches IZIPIZI Studio

le 30-04-19

Congrats to the whole IZIPIZI team for the launch of IZIPIZI Studio
Very glad to have been involved in its creation

Two consecutive golds at the Grand Prix Stratégies du Design

le 18-04-19

Two prizes in the Brand Language category for our work on WWF and TF1

Lire l'article

Highly commended at the Transform Awards

le 29-03-19

Very pleased to have been Highly commended last night at the Transform magazine awards for France.tv. Congratulations to the France Télévisions and JOOSNABHAN teams.
See you next year!

A hundred years from now

le 22-03-19

Pierre Nabhan analyses what makes a lasting brand for Transform Magazine.

Lire l'article

PeopleToPeople becomes We'll

le 13-03-19

We’re happy to have participated in this brand project and naming. Congratulations to the We’ll team!

A new prize for france.tv

le 18-09-18

Gold at the Grand Prix Stratégies for Corporate Communication. Congratulations France Télévisions, proud of the JOOSNABHAN team for their work, in partnership with MOVEMENT PARIS

Two new names for Eurovent

le 08-06-18

Whether you’re piloting a construction project or searching for excellence, Eurovent is right there by your side. With CoPilot and NEx (Nature of Excellence), two names JOOSNABHAN is proud to have created

JOOSNABHAN, Grand Prix Stratégies du Design 2018

le 05-04-18

Big night for JOOSNABHAN, the most award-winning agency at the 2018 “Grand Prix Stratégies du Design”.

Lire l'article

Do you speak Alexa or Bixby?

le 07-03-18

Voice assistants are a new frontier for brands. Pierre Nabhan explains in INfluencia (article in French)

Lire l'article

Now on all screens, france.tv's new identity

le 06-02-18

Brand strategy and Naming by JOOSNABHAN. Congratulations to the France Télévisions and MOVEMENT PARIS teams for the visual identity!

Total... Springs!

le 10-10-17

With Total Spring, green energy takes a big leap forward
Congratulations to the whole Total Spring team for the launch of this new offer
A name and a brand language signed JOOSNABHAN

DJiT becomes MWM - Music World Media

le 26-06-17

DJIT becomes MWM: the French rising star of the digital music industry.
Excited and proud to have accompanied the MWM team in this change of name.

See Concept becomes IZIPIZI

le 17-01-17

See Concept changes names with the help of JOOSNABHAN to become IZIPIZI.
2017 will certainly be easy.

The equestrian adventure has a name: EpiqE

le 01-06-16

Epiqe, a name that spells adventure and emotion in the world of horse racing.
A name that carries the common marketing of the races and places horse races back in the heart of the French.
A creation by JOOSNABHAN, in partnership with Dragon Rouge.

And the award goes to...

le 18-04-16

Grand Prix Stratégies du design 2016.
The Award for Brand Language goes to TF1.
Congrats to the entire team !

Vive le Viving!

le 11-06-15

The french housing fairs change their name to offer a new approach to to live housing, inviting to live and to celebrate a new inspiring and positive way of life.
A name by JOOSNABHAN.

What is the future of branding?

le 13-10-14

JOOSNABHAN shares a few ideas with Top/Com. Article in French.

Lire l'article
Plus récents
Plus anciens
Two new prizes at the Transform Awards le 04-03-20

le 04-03-20

We’re delighted to announce two Transform Awards for our work with Andjoy!
Silver in Best use of Tone of Voice and Highly Commended in Best Naming Strategy.
Thanks to the jury, and congratulations to the whole Andjoy and JOOSNABHAN teams.
’Til next year, Transform – magazine, ’til next year…

Naming, the inconvenient truth le 02-03-20

le 02-03-20

What’s your truth? The truth about your company, your people, your world. At a time when every brand’s purpose is under the spotlight, when the only question is ‘why?’ Everybody is looking for the truth. But the truth is not easy. As the New York Times puts it, “The truth is hard;” hard to find, and hard to say.

It’s for the same reasons that brand naming is so hard. Because you have to express a truth. A truth that is at the heart of your brand, in one or two words. It’s not about legal or cultural concerns, which can be excuses for creating useless names. It’s about opening a door to the most intimate part of your brand.

The problem is, truth has different faces. And in an era of post-truth and fake news, people doubt everything, brands included.
 But the truth does exist and there are brilliant examples of brand names that show it.

It all starts with the insight. That singular idea a brand has to stick to in everything it says and does until it dies or changes. In other words, until it’s no longer relevant.

One of the most beautiful and longlasting brand names based on an insight is ‘Gap’ originally ‘the Gap.’ Only a few know or care about where the name comes from. Even though it’s one of the main reasons it stands the test of time. It holds the truth of a young couple from California, who realised in 1969 that there was a ‘gap’ between the way their generation behaved and the way their parents’ generation behaved. The truth is: a gap between generations.

Problems arise when you try to superficially avoid or change the truth. BP became Beyond Petroleum by changing the meaning of its acronym. This didn’t change the reality of its activities. This is the case when your brand is based on invented needs, such as Joon, a subsidiary of the airline Air France, that was created to address the expectations of the Millennial generation. It was a name introduced as a metaphor for being ‘jeune’ – young in French – echoing Millennials’ ages as well as the month of June, evoking renewal. It was shut down a year after its launch. Millennials didn’t have the needs that Joon was trying to answer.

If you don’t seek your brand truth, it’ll impact your naming process and ultimately the value and usefulness of your brand name. It sounds simple, but the truth comes in many different forms, and choices have to be made.

Food for thought: Brand names that fit tangible attributes, such as France.tv, the French national television network, now digital.
Brand names built upon a shared belief which can be experienced like US telecom network Sprint. It had better be fast and never fail you. Brand names coherent with a whole universe as with Beats. It’s all about the music.
 Brand names based on social concepts or trends such as Extinction Rebellion; based on the idea of civil disobedience, expressed as rebellion.

In the end, the problem for companies is as inconvenient as it is simple. What is your truth? A truth your brand name should have the courage to tell.
 That’s true naming.

Pierre Nabhan is the co-founder of JOOSNABHAN

Original article here

NEXT STOP, TRANSFORM AWARDS! le 17-01-20

le 17-01-20

We’re thrilled to see our work for Andjoy short-listed at the Transform Awards 2020 in Best Naming Strategy and Best use of Tone of voice.

Congrats to the Andjoy and the JOOSNABHAN teams.

See you in March in London.

Biografy, a name that gives life to a hotel group le 10-10-19

le 10-10-19

We’re thrilled to announce the launch of Biografy, the rebranding of Hotels Maurice Hurand Group. They have been bringing hotels to life for the past hundred years. Here is their story.

Very proud to have created this name.

Thank you to the Shan team, and wishing all the best to Biografy!

"Words come first to connect with the audience" le 12-09-19

le 12-09-19

For a brand to define itself, to express itself and to connect with its audience, it needs the right words, useful words. Words that create value.

This morning, Pierre Nabhan was invited on TV Finance to speak about JOOSNABHAN’s craft: branding and word design. Find out more here (interview in French)

Thank you Boursorama for your warm welcome!

What voice does your brand need? le 28-08-19

le 28-08-19

Brands today need not only a clear visual identity, but an aural one too.

But how is this best achieved?

CR speaks to Roscoe Williamson, Head of Branding at MassiveMusic London and Pierre Nabhan of branding agency JoosNabhan for some expert advice

Read the article here.

The IAU has a new name le 12-06-19

le 12-06-19

The IAU (l’Institut d’aménagement et d’urbanisme d’Île-de-France) is opening up to new audiences, new departments, a new future whether in France or worldwide…

By becoming: L’Institut Paris Region.

Congratulations to the whole team at L’Institut!

Very glad to have contributed to this big step forward in the evolution of your brand.

IZIPIZI launches IZIPIZI Studio le 30-04-19

le 30-04-19

Congrats to the whole IZIPIZI team for the launch of IZIPIZI Studio
Very glad to have been involved in its creation

Two consecutive golds at the Grand Prix Stratégies du Design le 18-04-19

le 18-04-19

A huge thank you to the Strategies jury for two consecutive golds in the Brand Language category

Congratulations to the WWF and TF1 teams !

Take a look at the presentation videos

Highly commended at the Transform Awards le 29-03-19

le 29-03-19

Very pleased to have been Highly commended last night at the Transform magazine awards for France.tv. Congratulations to the France Télévisions and JOOSNABHAN teams.
See you next year!

A hundred years from now le 22-03-19

le 22-03-19

Brands can live hundreds of years – like Colgate, established in 1873, or glassmaker LaRochère in 1475 – and during a brand’s lifetime, everything is possible. Merger, spin-off, scandal, collapse… There are highs and lows, and in the end, only those who adapt survive. But what does it mean to adapt when you’re a brand?

Brands serve a purpose.

A brand is an idea in people’s mind; an idea with a purpose driving people and businesses; an idea that sometimes need to adapt and change its identity.

When Dunkin’ Donuts dropped the ‘Donuts’ to simply go with Dunkin’ it was adapting to real life. People come in as much for coffee and sandwiches as they do for donuts. The name had to reflect this. The brand had to adapt.

But brand evolution can also go wrong, such as with Weight Watchers. When the company rebranded towards a new promise, ‘Wellness that Works,’ with a new brand name WW, the bottom line was a stock value decrease of 30%. Was the stretch towards a broad category such as wellness still purposeful to the brand audiences?

Brands evolve for a reason.

You don’t change your brand because you want to, but because you have to. There’s usually a problem that branding and design can solve. The evolution of FranceTelevisions towards France.tv reflects an insight in action. It starts with a question, “How do you adapt to the new consumption habits of video content?’ especially when you’re the French national TV network and have to remain institutional. You stay the same, but differently. You go beyond television towards an online platform. You go from more than 30 brands to one touchpoint: France.tv with all your brand architecture and nomenclature following. You adapt to the digital era and category, staying true to who you are.

Change or be changed.

Some can argue that a brand has to engage a change in people’s habits, versus brands who adapt to new behaviors. Both are true, but they don’t occur at the same time. Creating a brand involves taking risks. Ford is the textbook case and is emblematic, creating a car rather than a cart with more horses. But more often than not, brands adapt. Another textbook case is Apple’s original insight that the machine has to adapt to people and not the opposite.

It all goes back to a simple fact: branding happens in people’s mind. When people change their minds, you have to change your brand. You adapt to make sure you’ll still be there in 100 years.

Pierre Nabhan – JOOSNABHAN Co-founder
Find out more here

PeopleToPeople becomes We'll le 13-03-19

le 13-03-19

We’re happy to have participated in this brand project and naming. Congratulations to the We’ll team!

A new prize for france.tv le 18-09-18

le 18-09-18

Gold at the Grand Prix Stratégies for Corporate Communication. Congratulations France Télévisions, proud of the JOOSNABHAN team for their work, in partnership with MOVEMENT PARIS

Two new names for Eurovent le 08-06-18

le 08-06-18

Whether you’re piloting a construction project or searching for excellence, Eurovent is right there by your side. With CoPilot and NEx (Nature of Excellence), two names JOOSNABHAN is proud to have created

JOOSNABHAN, Grand Prix Stratégies du Design 2018 le 05-04-18

le 05-04-18

Grand Prix Stratégies du Design 2018

The team is proud to have won the Grand Prix for france.tv

As well as silver for MWM and bronze for uMEn in naming

And bronze for IZIPIZI in brand language

Thank you to all our clients for their trust and their daring

And bravo to the JOOSNABHAN team!

See you next year

http://www.strategies.fr/palmares/grand-prix-strategies-du-design-2018

Do you speak Alexa or Bixby? le 07-03-18

le 07-03-18

Hi Bixby, Ok Google, Dis Siri, Alexa… L’heure est aux assistants vocaux et autres machines connectées, et tous s’accordent à dire que c’est l’avenir. Mais au-delà de la course à la tech, il y a un enjeu de marque, et pas des moindres. Créer de la préférence pour être présent dans notre quotidien, jusque dans notre langage.

Langage de marque, saison deux

Il y a quelques années nous parlions du rôle clé des mots pour rendre une marque différente, reconnaissable et préférée. En bref, créer de la valeur. Rappelons-nous entre autres les fameux « Like, share, tag, poke…» de Facebook, ou encore « Volluto, Arpeggio, Roma…» de Nespresso. Aujourd’hui un nouveau chapitre s’ouvre avec l’essor des assistants virtuels. Au-delà de leurs services et fonctionnalités sur-mesure, il y a une opportunité de créer de la préférence, avec les mots. Nous n’en sommes qu’aux prémices, et pourtant on compte déjà des centaines de chatbots de marque plus ou moins efficaces et d’ici 2020, 75% des foyers américains devraient être équipés d’un assistant vocal (Sources 2017 -Gartner, Edison Research). D’ores et déjà, pour 65% des utilisateurs, impossible de revenir à une vie sans assistant.

Afin d’émerger, c’est en grande partie aux mots que revient le pouvoir de différenciation et de valorisation des assistants qui nous entourent. Des mots, ciment de l’expérience utilisateur et au fondement de l’identité de ces assistants : avec un nom (Alexa, Siri, Cortana…), une personnalité, un ton, des injonctions (Dis Siri, Hey Google…), des réponses inattendues, des histoires… A priori une simple poignée de consonnes et de voyelles, mais comme toujours, l’arbre qui cache la forêt de la guerre des marques.

Des personnalités qui demandent à être connues

Un assistant virtuel c’est une marque avec sa propre identité. Et celle-ci est devenue indispensable à notre monde connecté. À la question très générale « les assistants sont-ils utiles ? » plus besoin de faire d’étude : de l’information, au social, commercial ou divertissement… ils répondent à tous les besoins, data à l’appui, en proposant de nouveaux usages et expériences. Mais à utilité égale certaines marques ont d’ores et déjà compris qu’il fallait ajouter un supplément d’âme. De la marque à forte personnalité. 
Qui n’a jamais profité des réponses à contre-pied de Siri : « Dis Siri, quel est le sens de la vie ? Je ne sais pas mais je crois qu’il y a une app pour ça », « Siri, dis un poème ? Les roses sont rouges, les violettes sont bleues. Vous n’avez rien de mieux à faire ? » ou encore dans un style urbain le rap d’Alexa « Alexa can you rap? Connect sync link all the pieces of your life… I’m the player, the coach, the arena, the game…» jusqu’à l’extrême dilettante bot Poncho « Sorry, I was trying to charge my phone. What are you trying to say? ».

Inutile ? Pas pour 66% des utilisateurs qui attendent de leur assistant qu’il les divertisse (Edison research) à la manière d’Alexa l’urbaine ou de Siri le taquin. Pour émerger et créer un lien affectif, indissociable des services et expériences fonctionnels, la clé du succès est d’avoir sa propre identité avec sa personnalité, son ton, son langage et bien sûr quelque chose à dire. Pas d’identité, pas de différence. Et adieu la bataille pour devenir l’assistant préféré de la planète. Ça mérite de se poser cinq minutes.

Parlons amour

Quel langage allons-nous tous parler tous les jours avec les machines qui nous entourent ? L’histoire montre que notre langue naturelle évolue et s’enrichie constamment. De « week-end » et « burn out » à « googler » ou « twitter ». Ce phénomène se présente entre autres quand un nouvel usage apparait, mais que le mot manque. C’est le cas pour les nouveaux usages que proposent les assistants qui nous entourent. Notre parler avec les machines doit ainsi être hybride avec trois dimensions à considérer pour s’imposer : la norme, les singularités, l’usage. D’abord la norme.
La langue naturelle que les machines doivent comprendre et parler avec leur utilisateur. A priori celle de chaque utilisateur (français, anglais, espagnol etc). Ce qui permet aux machines de répondre à des commandes fonctionnelles du type : « cherche un restaurant à proximité de » « monte le son » « appelle le dernier numéro » etc. Ainsi chaque assistant peut apporter les services pour lesquels il a été conçu, contrat de base de l’expérience utilisateur. Pas de lien avec une identité de marque, a priori.

Ce qui nous amène au deuxième point, les singularités. Ce langage naturel, il faut lui apporter des singularités. L’âme de la machine. Avec un certain nombre d’éléments liés à l’identité des assistants et qu’il faut façonner : la personnalité, le ton, la grammaire, les messages, le vocabulaire. Tout ceci sans oublier de créer les mots que les utilisateurs doivent s’approprier : le nom de l’assistant, les injonctions, mots clés etc. Ces éléments représentent une dimension plus émotionnelle qui permettra aux assistants d’exprimer leur différence, leur singularité. Pour créer une connexion affective avec leur utilisateur et rendre l’expérience moins générique. Mais aucun de ces éléments ne vaut sans l’usage. Une fois la norme et les singularités partagées, plus un utilisateur sollicitera sa machine, plus il sera exposé à ses mots et sa personnalité, autrement dit à son identité. La clé de voute donc, multiplier les interactions, utiles et jamais si futiles. D’une demande d’info à une demande de rap, de poème, voire raconter une histoire, de marque. Tout ça à l’épreuve du temps. De cette manière les occasions de faire de nos assistants nos nouveaux meilleur(e)s ami(e)s, et plus si affinité, seront légion. Autant d’opportunités pour entretenir une relation, très intime. Ça rappelle un film avec Joaquin Phoenix : Her…
 Et vous, quelle langue parlez-vous ?

Pierre Nabhan – Co-Fondateur JOOSNABHAN

En savoir plus

Now on all screens, france.tv's new identity le 06-02-18

le 06-02-18

Brand strategy and Naming by JOOSNABHAN. Congratulations to the France Télévisions and MOVEMENT PARIS teams for the visual identity!

Total... Springs! le 10-10-17

le 10-10-17

With Total Spring, green energy takes a big leap forward
Congratulations to the whole Total Spring team for the launch of this new offer
A name and a brand language signed JOOSNABHAN

DJiT becomes MWM - Music World Media le 26-06-17

le 26-06-17

DJIT becomes MWM: the French rising star of the digital music industry.
Excited and proud to have accompanied the MWM team in this change of name.

See Concept becomes IZIPIZI le 17-01-17

le 17-01-17

See Concept changes names with the help of JOOSNABHAN to become IZIPIZI.
2017 will certainly be easy.

The equestrian adventure has a name: EpiqE le 01-06-16

le 01-06-16

Epiqe, a name that spells adventure and emotion in the world of horse racing.
A name that carries the common marketing of the races and places horse races back in the heart of the French.
A creation by JOOSNABHAN, in partnership with Dragon Rouge.

And the award goes to... le 18-04-16

le 18-04-16

Grand Prix Stratégies du design 2016.
The Award for Brand Language goes to TF1.
Congrats to the entire team !

Vive le Viving! le 11-06-15

le 11-06-15

The french housing fairs change their name to offer a new approach to to live housing, inviting to live and to celebrate a new inspiring and positive way of life.
A name by JOOSNABHAN.

What is the future of branding? le 13-10-14

le 13-10-14

Une langue disparaît tous les quinze jours. Avec elle, ce sont bien plus que des mots qui s’envolent, c’est une manière de voir et de penser le monde qui s’efface au profit d’une langue plus forte, plus utilisée.
Mais quel rapport avec les marques ?
Dans le monde des marques, il y a aussi des cultures dominantes qui prennent le dessus avec leur propre langage et ainsi leur propre identité. Aujourd’hui, le lexique en usage dans le monde de l’entreprise est l’anglo-américain ; dans la pub et le design, quel que soit le support et la catégorie, on y parle le plus souvent le Orange, le Apple, le Michel & Augustin ou le Facebook. Est-ce une fatalité et qu’en sera-t-il demain ?
Créer des langages spécifiques pour les marques, les faire vivre et ainsi assurer la pérennité d’un positionnement et d’une identité, c’est tout l’enjeu du word design. En exprimant d’abord l’esprit d’une marque, ses fondamentaux stratégiques, puis en parlant et façonnant ce langage avec ses publics, sur tous ses points de contact, partout dans le monde.
Demain, le word design sera une formidable opportunité pour les marques qui veulent pérenniser leur positionnement et proposer un langage naturel qui façonne une manière de voir le quotidien et d’agir. Un levier supplémentaire pour faire vivre leur différence.

Pierre Nabhan, Valentin Joos – Co-Fondateurs JOOSNABHAN

Team & network

A passion for brands, the craft of words, a design culture, and an international approach… To shape and adapt brands, JOOSNABHAN relies on its teams in Paris and Manchester, as well as its own international network.

  • Pierre Nabhan Cofounder
  • Valentin Joos Cofounder
  • Johanna Dahan Account director
  • Pierre Chazot Consulting Naming Language
  • Victoria Pullen Consulting Naming Language
  • Anatole Tomczak Consulting Naming Language
  • Elena Chabbi UK Manager

Contact

Paris

WELCOME@JOOSNABHAN.COM

T +33 (0)1 55 06 09 60

65 RUE DU ROCHER
75008 PARIS

Manchester

WELCOME@JOOSNABHAN.COM

T +44 (0)73 9421 9925

210 WELLINGTON ROAD NORTH
SK42QN STOCKPORT