{"id":10715,"date":"2019-03-21T16:51:00","date_gmt":"2019-03-21T15:51:00","guid":{"rendered":"https:\/\/swissbaker.ch\/?p=10715"},"modified":"2022-05-24T15:24:46","modified_gmt":"2022-05-24T13:24:46","slug":"courage-creativite-passion-et-authenticite","status":"publish","type":"post","link":"https:\/\/swissbaker.ch\/fr\/panissimo-news\/courage-creativite-passion-et-authenticite\/","title":{"rendered":"Courage, cr\u00e9ativit\u00e9, passion et authenticit\u00e9"},"content":{"rendered":"\n<p><strong>Le courage et la cr\u00e9ativit\u00e9 ont \u00e9t\u00e9 \u00e0 l\u2019ordre du jour du \u00ab\u2009Rendez-vous FBK\u2009\u00bb, \u00e0 Berne. L\u2019experte en communication Cordelia Hagi a apport\u00e9 une touche color\u00e9e \u00e0 l\u2019\u00e9v\u00e8nement. L\u2019ambassadeur du secteur Andr\u00e9 L\u00fcthi, CEO de Globetrotter Group SA et boulanger-confiseur qualifi\u00e9, est intervenu en tant que libre-penseur.<\/strong><\/p>\n\n\n\n<p>Avec son look rose de la t\u00eate aux pieds, l\u2019oratrice Cordelia Hagi contraste avec le monde des affaires. Sp\u00e9cialis\u00e9e dans la cr\u00e9ativit\u00e9 et la communication depuis plus de 30 ans, elle a su entra\u00eener quelque 190 h\u00f4tes dans un autre monde, tout en couleurs.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.swissbaker.ch\/fr\/news-panissimo\/galeries-de-photos\/galeries-2019\/rendez-vous-fbk-2019\/\">Galerie de photos \u2026\u00bb<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-la-boulangerie-ecole-de-la-vie\">La boulangerie, \u00e9cole de la vie<\/h2>\n\n\n\n<p>Elle conna\u00eet parfaitement le secteur. Son p\u00e8re \u00e9tait boulanger-p\u00e2tissier. Elle a logiquement travaill\u00e9 dans la boulangerie pendant son temps libre, de la 5e \u00e0 la 9e. \u00ab\u2009J\u2019ai ador\u00e9 cette \u00e9poque\u2009\u00bb, se souvient-elle. \u00ab\u2009Pendant toutes ces ann\u00e9es, j\u2019ai pu laisser libre cours \u00e0 ma cr\u00e9ativit\u00e9. Pour moi, \u00e7a a \u00e9t\u00e9 une \u00e9cole de la vie.\u2009\u00bb Cette \u00e9tape a fait d\u2019elle une entrepreneuse.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-exercice-de-haute-voltige\">Un exercice de haute voltige<\/h2>\n\n\n\n<p>Une chose est claire pour l\u2019experte en communication\u2009: l\u2019innovation est n\u00e9cessaire pour pouvoir survivre en tant qu\u2019entreprise. Il ne faut cependant pas pour autant oublier ses propres traditions, histoires et cultures. Un exercice de haute voltige\u2009: le brainstorming et l\u2019enthousiasme ne suffisent pas. Mme\u202fHagi est convaincue qu\u2019on peut tout avec de la cr\u00e9ativit\u00e9 et un peu de courage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-contes-de-grimm\">Contes de Grimm<\/h2>\n\n\n\n<p>Durant son intervention, elle s\u2019est rem\u00e9mor\u00e9 des histoires de son enfance, dont les contes de Grimm, pour souligner leur contenu extr\u00eamement brutal\u2009: la grand-m\u00e8re est mang\u00e9e par le loup, H\u00e4nsel et Gretel abandonn\u00e9s dans la for\u00eat. La fin toujours heureuse nous fait n\u00e9anmoins sourire du fait que\u2009: \u00ab\u2009Nous voulons vivre un happy end du matin au soir.\u2009\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-des-histoires-simples\">Des histoires simples<\/h2>\n\n\n\n<p>Le secteur de la boulangerie-confiserie est pratiquement le seul \u00e0 allier les cinq sens. C\u2019est une grande chance. On ne peut pas num\u00e9riser les sentiments. On a donc tout ce qu\u2019il faut pour les utiliser avec une bonne histoire. L\u2019important est de raconter toujours la m\u00eame chose\u2009: \u00ab\u2009C\u2019est pour moi une communication \u00e0 360 degr\u00e9s.\u2009\u00bb Le m\u00eame proc\u00e9d\u00e9 est utilis\u00e9 par les fr\u00e8res Grimm. Les contes comprennent toujours un d\u00e9but, une partie centrale et une fin heureuse. Il est crucial de raconter une histoire pas compliqu\u00e9e, touchante, dont on puisse se souvenir, au message principal simple. Cordelia Hagi a cit\u00e9 la Mobili\u00e8re Suisse, ses affiches et ses publicit\u00e9s \u00e0 la t\u00e9l\u00e9. \u00ab\u2009Les histoires sont toutes racont\u00e9es selon le m\u00eame mod\u00e8le, depuis des ann\u00e9es, et \u00e7a fonctionne.\u2009\u00bb Elle a \u00e9galement \u00e9voqu\u00e9 Knorrli, qui existe depuis pr\u00e8s de 70 ans. \u00ab\u2009Il est simple et rassurant\u2009\u00bb, tout comme Monsieur Propre, qui nous promet de tout faire briller depuis 1957. Il faut se d\u00e9marquer des autres \u00e0 l\u2019\u00e8re de la fr\u00e9n\u00e9sie. \u00ab\u2009Au fond, vous faites tous la m\u00eame chose. La question est donc de savoir quel genre d\u2019histoires vous racontez pour que les consommateurs finaux reviennent.\u2009\u00bb<br>Cordelia Hagi a pris l\u2019exemple du croissant pouvant \u00eatre pr\u00e9sent\u00e9 sous un angle diff\u00e9rent du lundi au samedi\u2009; une fois avec une pointe rose, puis verte, puis bleue, etc. A l\u2019image de la galette des Rois, le croissant peut \u00e9galement contenir une surprise. On peut vendre l\u2019histoire sur les r\u00e9seaux sociaux, l\u2019important est de toujours raconter la m\u00eame histoire, sur le m\u00eame mod\u00e8le.<br>Avec l\u2019ambassadeur sectoriel Andr\u00e9 L\u00fcthi, Cordelia Hagi a fait la d\u00e9monstration de l\u2019outil \u00ab\u2009brain to go\u2009\u00bb. Il en a r\u00e9sult\u00e9 un d\u00e9bat passionnant, parfois cocasse entre les deux professionnels sur la num\u00e9risation et le type de publicit\u00e9. Tous deux \u00e9taient d\u2019avis que la vraie passion, l\u2019authenticit\u00e9 et des collaborateurs motiv\u00e9s sont essentiels. \u00ab\u2009Il faut privil\u00e9gier l\u2019humain et non la valeur ajout\u00e9e. Ayez le courage de mettre l\u2019humain au centre de vos pr\u00e9occupations. La flamme se propagera \u00e0 vos clients\u2009\u00bb, a soulign\u00e9 Andr\u00e9 L\u00fcthi.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le courage et la cr\u00e9ativit\u00e9 ont \u00e9t\u00e9 \u00e0 l\u2019ordre du jour du \u00ab\u2009Rendez-vous FBK\u2009\u00bb, \u00e0 Berne. L\u2019experte en communication Cordelia Hagi a apport\u00e9 une touche color\u00e9e \u00e0 l\u2019\u00e9v\u00e8nement. L\u2019ambassadeur du secteur Andr\u00e9 L\u00fcthi, CEO de Globetrotter Group SA et boulanger-confiseur qualifi\u00e9, est intervenu en tant que libre-penseur. Avec son look rose de la t\u00eate aux pieds, l\u2019oratrice Cordelia Hagi contraste [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6345,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[46],"tags":[],"class_list":["post-10715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evenement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Courage, cr\u00e9ativit\u00e9, passion et authenticit\u00e9 | SBC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/swissbaker.ch\/fr\/panissimo-news\/courage-creativite-passion-et-authenticite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Courage, cr\u00e9ativit\u00e9, passion et authenticit\u00e9\" \/>\n<meta property=\"og:description\" content=\"Le courage et la cr\u00e9ativit\u00e9 ont \u00e9t\u00e9 \u00e0 l\u2019ordre du jour du \u00ab\u2009Rendez-vous FBK\u2009\u00bb, \u00e0 Berne. 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