De plus en plus de marques inhumaines…

De plus en plus de marques inhumaines…

Oublier le passé en se tournant trop vite vers l’avenir, c’est se condamner à le revivre !
Les entreprises oublient de respecter ce que sont les marques qui les représentent.
Vit-on la nouvelle mode des marques inhumaines ?

« …Vivendi, Veolia, Engie, Savencia, Enedis, la mode est aux  marques construites de toutes pièces par des cabinets de recherche de nom spécialisés dans ces constructions sémantiques en vogue… Mais pour combien de temps ? Car non seulement tous ces noms finissent par se ressembler – alors que l’intention initiale était justement d’être original et spécifique -, mais surtout le fait de s’éloigner de toute relation à notre langue commune (pour être compris mondialement) déshumanise ces entités…

…En début d’année, Areva, une marque qui faisait déjà partie de cette catégorie, en rajoute une couche et devient Orano (pour « tourner la page ») ! L’année dernière, Eurotunnel est devenue Getlink et Barclays vient de changer de nom pour Milleis (bien trouvé pour une banque ceci étant !). Même de petites marques « start-up » s’engouffrent dans le trend du « déracinement » : ainsi Brocante lab (site de vente de meubles en solde) devient… Selencia ! Ne pas confondre avec le groupe qui vend des fromages…

…A force de vouloir faire oublier le passé ou se tourner trop résolument et rapidement vers l’avenir, ces entreprises oublient de respecter ce que sont et ce que portent les marques qui les représentent : une histoire, un ADN, une relation aux clients et finalement toujours une humanité. Et l’humain passe par le langage et ses racines, par un lien qui nous unit tous autour d’une culture commune… »
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