You invest in advertising, you spend time posting on social media, you optimize your website… but when sales come in, one question always comes up: What really convinced your customer to buy? Was it your Facebook ad? Your latest email? Or a friend’s word-of-mouth recommendation? That’s exactly what […] is for

Have you ever felt lost when it comes to your marketing strategy? Like you’re taking all these actions without really knowing why or where you’re headed? That’s exactly where the marketing mission comes in. But instead of writing it as a rigid—and sometimes impersonal—statement, I suggest a much more […] exercise

With the explosion of social media and communication channels, it’s tempting to want to be everywhere at once. TikTok, Instagram, Facebook, LinkedIn, Pinterest, YouTube—not to mention newsletters and blogs… every platform seems to promise visibility and success. However, in marketing, being everywhere doesn’t necessarily mean communicating effectively. In 2025, the key is no longer to […]

In a world where information moves at breakneck speed, you can quickly feel lost amid all the different types of content that brands publish every day. Stories, articles, videos, viral posts… it’s all mixed together. However, behind this diversity, there are two main categories that directly influence your results: evergreen content and ephemeral content. Understanding these two […]

You’ve probably heard the saying, «The first impression is always the right one.» But is that really true, or is your brain playing tricks on you? In reality, that first impression can carry much more weight than you think. In your personal life as well as in your consumer choices, there’s a […]

Understanding the journey a person takes from discovering a brand to ultimately adopting it is essential if you want to create an effective, human-centered, and sustainable marketing strategy. Philip Kotler, one of the greatest thinkers in modern marketing, has modeled this journey using the 5A framework: Attract, Act, Interact, Activate, Adopt. This model, designed for the digital age […]

When you look at an ad, a webpage, or product packaging, it’s not just the words that influence you. Colors speak to your brain long before you realize what’s happening. Neuromarketing focuses precisely on this instinctive reaction: how a single color can evoke an emotion, trigger a […]

When you’re building an online presence, it’s natural to ask yourself this question: Should you invest in SEO or SEA? These two strategies have different objectives, distinct timeframes, and returns on investment that vary depending on your strategy. To choose the right channel, you first need to understand how they work, their advantages, their limitations, and above all […]

Perhaps the biggest myth in Canadian marketing is the belief that simply translating a message is enough to reach Quebec consumers. For a long time, many Canadian and American companies viewed Quebec as simply a French-speaking market within a larger whole. The logic was simple: develop a campaign in English, and […]