Bonus Content: The Genius Behind the Lacoste Crocodile Campaign

Podcast: Compelling with Katy Wellesley Wesley · Katy Wellesley Wesley

Opublikowano: 2025-10-31

How do you twist an 85-year-old logo and have it generate a record number of customers in stores? This bonus discussion with Clément Boisseau, CEO of Maison BETC, dives into the genius of combining brand DNA with cultural timeliness. Using the iconic Lacoste crocodile as a case study, Clément reveals the strategy behind highly successful campaigns, including the one that replaced the logo with endangered species—an effort that generated "outstanding media exposure" and drove a record number of customers in stores. He explains the "magical recipe" of entwining the rational with the emotional and the p...