{"id":2777,"date":"2020-09-15T15:17:53","date_gmt":"2020-09-15T15:17:53","guid":{"rendered":"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?p=2777"},"modified":"2020-09-25T10:30:53","modified_gmt":"2020-09-25T10:30:53","slug":"designer-les-marques-responsables-et-citoyennes","status":"publish","type":"post","link":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/2020\/09\/15\/designer-les-marques-responsables-et-citoyennes\/","title":{"rendered":"Designer les marques responsables et citoyennes"},"content":{"rendered":"\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-luminous-vivid-orange-background-color\" href=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/2020\/09\/15\/designing-responsible-and-socially-responsible-brands\/\">EN<\/a><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h6 class=\"has-cyan-bluish-gray-color has-text-color has-text-align-center wp-block-heading\">POC Repenser l&rsquo;enseignement de la marque<\/h6>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\"><strong>Designer les marques responsables et citoyennes&nbsp;<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>Penser et questionner la p\u00e9dagogie et l\u2019organisation d\u2019une \u00e9cole de communication pour que ses \u00e9tudiants soient capables de concevoir des marques qui se pr\u00e9occupent v\u00e9ritablement des consommateurs et r\u00e9pondent \u00e0 leurs aspirations. Concevoir des marques dont les valeurs cr\u00e9ent du lien, des marques qui font soci\u00e9t\u00e9, voil\u00e0 l\u2019enjeu du workshop men\u00e9 par les \u00e9tudiants en sp\u00e9cialit\u00e9&nbsp;<em>Cr\u00e9ative Design Branding<\/em> de l\u2019ISCOM Lille.&nbsp;<\/p><\/blockquote><\/figure>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-1024x768.jpg\" alt=\"\" data-id=\"4387\" data-full-url=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-scaled.jpg\" data-link=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?attachment_id=4387\" class=\"wp-image-4387\" srcset=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-1024x768.jpg 1024w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-300x225.jpg 300w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-768x576.jpg 768w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-1536x1152.jpg 1536w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-2048x1536.jpg 2048w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Brainstorming-ISCOM-285x214.jpg 285w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Placer l\u2019utilisateur au centre de l\u2019apprentissage<\/strong><\/h3>\n\n\n\n<p><em>\u00ab&nbsp;Si&nbsp;80&nbsp;% des entreprises&nbsp;pensent&nbsp;offrir un service client&nbsp;impeccable, les&nbsp;clients&nbsp;sont juste&nbsp;8&nbsp;% \u00e0 partager&nbsp;cet avis&nbsp;\u00bb<a href=\"applewebdata:\/\/302BB92E-2959-48A7-98F9-8D4488AF2E92#_ftn1\"><sup><strong>[1]<\/strong><\/sup><\/a>.&nbsp;<\/em>L\u2019ISCOM ambitionne de placer l\u2019utilisateur au centre du dispositif d\u2019apprentissage du design d\u2019une marque. La conviction de l\u2019\u00e9cole repose sur le fait que les marques participeront encore davantage \u00e0 rendre le monde plus collaboratif et plus durable. Le&nbsp;<em>Manager de la Marque<\/em>, intitul\u00e9 du dipl\u00f4me d\u00e9livr\u00e9 par l\u2019ISCOM, devra ainsi designer des marques dont les valeurs font sens pour la soci\u00e9t\u00e9 et ses citoyens.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Repenser l\u2019\u00e9cole et son enseignement<\/strong><\/h3>\n\n\n\n<p>Pour atteindre cet objectif, \u00e9tudiant.e.s et enseignant.e.s r\u00e9unis en workshop ont repens\u00e9 l\u2019organisation m\u00eame de l\u2019\u00e9cole, de sa programmation p\u00e9dagogique \u00e0 l\u2019am\u00e9nagement des espaces&nbsp;: insuffler davantage d\u2019humanit\u00e9s et de sciences humaines, travailler une approche empathique, analyser et comprendre les tendances soci\u00e9tales. Il.elle.s ont imagin\u00e9 des salles de travail collaboratives, une m\u00e9thodologie innovante reposant sur l\u2019intelligence collective et le&nbsp;<em>design thinking<\/em>pour faire graviter autour des projets les utilisateurs et les parties prenantes. Mais aussi, une observation empirique du terrain, des sorties hors-les-murs pour \u00eatre au plus proche des besoins des citoyens&nbsp;: c\u2019est en sortant du cadre de l\u2019\u00e9cole que les \u00e9tudiants pourront analyser, comprendre et r\u00e9pondre aux probl\u00e9matiques des citoyens, et par ricochet, \u00e0 celles des entreprises et des marques.&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-1024x768.jpg\" alt=\"\" data-id=\"4388\" data-full-url=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-scaled.jpg\" data-link=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?attachment_id=4388\" class=\"wp-image-4388\" srcset=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-1024x768.jpg 1024w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-300x225.jpg 300w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-768x576.jpg 768w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-1536x1152.jpg 1536w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-2048x1536.jpg 2048w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Co-cr\u00e9ation-valeur-ISCOM-285x214.jpg 285w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-1024x768.jpg\" alt=\"\" data-id=\"4389\" data-full-url=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-scaled.jpg\" data-link=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?attachment_id=4389\" class=\"wp-image-4389\" srcset=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-1024x768.jpg 1024w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-300x225.jpg 300w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-768x576.jpg 768w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-1536x1152.jpg 1536w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-2048x1536.jpg 2048w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Communication-ISCOM-285x214.jpg 285w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-1024x768.jpg\" alt=\"\" data-id=\"4390\" data-full-url=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-scaled.jpg\" data-link=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?attachment_id=4390\" class=\"wp-image-4390\" srcset=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-1024x768.jpg 1024w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-300x225.jpg 300w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-768x576.jpg 768w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-1536x1152.jpg 1536w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-2048x1536.jpg 2048w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Intervention-expert-ISCOM-285x214.jpg 285w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-1024x768.jpg\" alt=\"\" data-id=\"4391\" data-full-url=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-scaled.jpg\" data-link=\"http:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/?attachment_id=4391\" class=\"wp-image-4391\" srcset=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-1024x768.jpg 1024w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-300x225.jpg 300w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-768x576.jpg 768w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-1536x1152.jpg 1536w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-2048x1536.jpg 2048w, https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/files\/2020\/09\/Sc\u00e9nario-ISCOM-285x214.jpg 285w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><a href=\"applewebdata:\/\/302BB92E-2959-48A7-98F9-8D4488AF2E92#_ftnref1\"><sup>[1]<\/sup><\/a>Etude ISPOS 9 f\u00e9vrier 2017<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Porteurs de projet\/Project holders : ISCOM Lille \/ \u00c9tudiants en 5<sup>e<\/sup>ann\u00e9e Cr\u00e9ative Design Branding<\/li><li>Designers : Fr\u00e9d\u00e9ric Remaud \/ Patrick Deon<\/li><li>Cr\u00e9dits photo \/ photo credits : ISCOM Lille \/ \u00c9tudiants en 5<sup>e<\/sup>ann\u00e9e Cr\u00e9ative Design Branding<\/li><\/ul>\n\n\n\n<p><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>POC Repenser l&rsquo;enseignement de la marque Designer les marques responsables et citoyennes&nbsp; Penser et questionner la p\u00e9dagogie et l\u2019organisation d\u2019une \u00e9cole de communication pour que ses \u00e9tudiants soient capables de concevoir des marques qui se pr\u00e9occupent v\u00e9ritablement des consommateurs et r\u00e9pondent \u00e0 leurs aspirations. Concevoir des marques dont les valeurs cr\u00e9ent du lien, des marques <a href=\"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/2020\/09\/15\/designer-les-marques-responsables-et-citoyennes\/\" rel=\"nofollow\"><span class=\"sr-only\">Read more about Designer les marques responsables et citoyennes<\/span>[&hellip;]<\/a><\/p>\n","protected":false},"author":1,"featured_media":4389,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[180,83,212],"tags":[],"class_list":["post-2777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-de-terrain-plus-reactif","category-produire-la-resilience-en-commun","category-tous-les-poc-du-territoire"],"_links":{"self":[{"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/posts\/2777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/comments?post=2777"}],"version-history":[{"count":5,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/posts\/2777\/revisions"}],"predecessor-version":[{"id":4574,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/posts\/2777\/revisions\/4574"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/media\/4389"}],"wp:attachment":[{"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/media?parent=2777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/categories?post=2777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sustainable-everyday-project.net\/ville-collaborative\/wp-json\/wp\/v2\/tags?post=2777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}