{"id":8155,"date":"2024-03-01T15:25:41","date_gmt":"2024-03-01T15:25:41","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=8155"},"modified":"2025-03-04T15:14:43","modified_gmt":"2025-03-04T15:14:43","slug":"ai-branding-strategie-pour-costa-rica","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/ai-branding-strategie-pour-costa-rica\/","title":{"rendered":"Premi\u00e8re strat\u00e9gie de marque nationale pilot\u00e9e par l’IA"},"content":{"rendered":"\n

L’\u00e9quipe de Bloom Consulting<\/strong><\/a> vient de livrer sa premi\u00e8re strat\u00e9gie de Nation Branding d\u00e9velopp\u00e9e avec l’intelligence artificielle (IA). Satisfait des r\u00e9sultats de leurs pr\u00e9c\u00e9dentes collaborations, le client – Essential Costa Rica<\/strong><\/a> – a fait confiance \u00e0 Bloom Consulting pour cr\u00e9er Vision 2035 – une feuille de route r\u00e9alisable pour assurer la r\u00e9silience du lieu et de sa marque dans un monde turbulent.<\/p>\n\n\n\n

\u00ab\u00a0Bloom Consulting a reconnu l’importance de notre marque nationale et le caract\u00e8re unique du Costa Rica et de sa gouvernance. Il est devenu un alli\u00e9 important dans le d\u00e9veloppement de notre strat\u00e9gie\u00a0\u00bb, commente Adriana Acosta, directrice du marketing et de la marque nationale pour Essential Costa Rica.<\/p>\n\n\n\n

Lorsque Essential Costa Rica a contact\u00e9 Bloom Consulting, une d\u00e9cennie s’\u00e9tait \u00e9coul\u00e9e depuis le lancement de la marque nationale prim\u00e9e. \u00c0 l’heure o\u00f9 le changement climatique et la g\u00e9opolitique suscitent des remous dans le monde entier, il \u00e9tait temps de faire le point sur ses r\u00e9alisations et sur les moyens de la faire progresser. Apr\u00e8s tout, se reposer sur ses lauriers, c’est risquer d’\u00eatre oubli\u00e9 \u00e0 une \u00e9poque o\u00f9 la concurrence est rude.<\/p>\n\n\n\n

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Image : r\u00e9cemment, le Costa Rica a re\u00e7u le prix Global Excellence Award pour la durabilit\u00e9 et la conservation de l’environnement. L’essentiel du Costa Rica<\/figcaption><\/figure>\n\n\n\n

La durabilit\u00e9 – le concept au c\u0153ur de la marque Essential Costa Rica – bien que r\u00e9ussie pour le Costa Rica, n’\u00e9tait plus suffisamment distincte pour que le pays soit comp\u00e9titif et se distingue sur la sc\u00e8ne mondiale. Aujourd’hui, la durabilit\u00e9 est devenue un produit de base, et presque une n\u00e9cessit\u00e9 tacite pour toute marque de lieu \u00e0 l’\u00e9preuve du temps. Il \u00e9tait temps de trouver une solution de remplacement.<\/p>\n\n\n\n

Appliquer l’IA pour \u00e9valuer les sc\u00e9narios futurs<\/strong><\/h4>\n\n\n\n

Bloom Consulting a utilis\u00e9 l’IA pour \u00e9laborer une strat\u00e9gie \u00e9clair\u00e9e par l’avenir. L’objectif \u00e9tait de mod\u00e9liser et d’analyser les sc\u00e9narios et les risques futurs, en s’appuyant sur le rapport Global Risks<\/a> du Forum \u00e9conomique mondial, le rapport Mega Trends 2023 du<\/a> Fonds finlandais pour l’innovation Sitra, les donn\u00e9es d’un ensemble d’outils propri\u00e9taires et les r\u00e9sultats d’entretiens approfondis avec les parties prenantes, couvrant les secteurs priv\u00e9 et public, les domaines de l’\u00e9ducation, de la sant\u00e9 et bien d’autres encore. \u00c0 partir de ces pr\u00e9visions, Bloom Consulting a \u00e9labor\u00e9 une strat\u00e9gie visant \u00e0 garantir l’antifragilit\u00e9 non seulement de la marque, mais aussi, et surtout, du lieu.<\/p>\n\n\n\n

Le processus a impliqu\u00e9 une collaboration \u00e9troite avec tous les b\u00e2tisseurs de marque afin de s’assurer que les d\u00e9cideurs politiques \u00ab\u00a0joignent le geste \u00e0 la parole\u00a0\u00bb au cours des dix prochaines ann\u00e9es. Ce fut l’une des premi\u00e8res occasions pour Bloom Consulting d’appliquer son nouveau mod\u00e8le de taxonomie de la marque nationale \u00a9<\/a> afin d’\u00e9tablir les domaines les plus importants pour l’am\u00e9lioration strat\u00e9gique.<\/p>\n\n\n\n

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Image : mod\u00e8le de taxonomie de la marque de Bloom Consulting Nation \u00a9<\/figcaption><\/figure>\n\n\n\n

Un nouveau r\u00e9cit pour le Costa Rica<\/strong><\/h4>\n\n\n\n

Le principal r\u00e9sultat de la derni\u00e8re collaboration entre Bloom Consulting et le Costa Rica est la nouvelle orientation narrative du pays :<\/p>\n\n\n\n

\u00ab\u00a0Ce petit pays<\/strong>, riche en ressources et en talents, est un mod\u00e8le d\u2019innovation, de leadership et d\u2019\u00e9ducation globale en mati\u00e8re d\u2019att\u00e9nuation du changement climatique et de pr\u00e9servation de l\u2019environnement.<\/strong>\u00ab\u00a0<\/h2>\n\n\n\n

Il guidera les 11 projets d\u00e9finis dans le plan strat\u00e9gique \u00e0 mettre en \u0153uvre jusqu’en 2035 et au-del\u00e0 – projets qui touchent \u00e0 sept des 13 \u00e9l\u00e9ments de perception constituant le mod\u00e8le de taxonomie de la marque de Bloom Consulting Nation (c).<\/p>\n\n\n\n

L’institut d\u00e9sign\u00e9 pour la marque nationale encouragera ces efforts, mais il n’aura pas \u00e0 imposer un changement de mentalit\u00e9, car le Costa Rica pense d\u00e9j\u00e0 de cette mani\u00e8re. Un discours plus clair conduira \u00e0 des actions encore plus pertinentes et maintiendra la perception souhait\u00e9e parmi les publics cibles.<\/p>\n\n\n\n

\"\"
Image : Adriana Acosta, directrice du marketing et de la marque nationale pour Essential Costa Rica<\/figcaption><\/figure>\n\n\n\n

\u00ab\u00a0En tant que Costa Rica Essential, nous avons la responsabilit\u00e9 de positionner notre pays comme la destination id\u00e9ale pour l’investissement, le tourisme et l’exportation des meilleurs produits et services – tout cela \u00e0 travers un storytelling unique, auquel Bloom Consulting a particip\u00e9 en tant que conseiller expert dans le d\u00e9veloppement des marques de pays\u00a0\u00bb, poursuit Mme Acosta.<\/p>\n\n\n\n

Autrefois une destination touristique, aujourd’hui une marque nationale de renomm\u00e9e mondiale<\/strong><\/strong><\/strong><\/p>\n\n\n\n

Dans le pass\u00e9, le Costa Rica s’est positionn\u00e9 comme une destination touristique, en mettant l’accent sur ses atouts naturels – plages de r\u00eave, for\u00eats tropicales, chutes d’eau, volcans et faune – ainsi que sur le bonheur de ses habitants et les exp\u00e9riences authentiques qu’ils pouvaient vivre. Puis, d\u00e8s sa cr\u00e9ation en 2013, la marque Essential Costa Rica a \u00e9t\u00e9 con\u00e7ue pour \u00eatre plus compl\u00e8te, englobant les domaines de l’investissement direct \u00e9tranger, de l’exportation et de la culture en plus du tourisme.<\/p>\n\n\n\n

La durabilit\u00e9 – d’un point de vue environnemental, social et \u00e9conomique – est au c\u0153ur de la marque, et cela ne vient pas de nulle part. Depuis des ann\u00e9es, la durabilit\u00e9 est inh\u00e9rente aux efforts politiques du Costa Rica. Le pays investit massivement dans la conservation de la nature – 25 % de son territoire continental et 30 % de son territoire marin sont prot\u00e9g\u00e9s. Avec une couverture foresti\u00e8re de 57,1 %, le Costa Rica abrite \u00e9galement 6,5 % de la biodiversit\u00e9 mondiale. De plus, la quasi-totalit\u00e9 de l’\u00e9nergie qu’il produit est renouvelable.<\/p>\n\n\n\n

En 1948, le Costa Rica a pris une d\u00e9cision importante en abolissant son arm\u00e9e et en r\u00e9affectant l’ancien budget de la d\u00e9fense \u00e0 l’\u00e9ducation et aux soins de sant\u00e9. L’enseignement primaire est gratuit et obligatoire pour tous les citoyens depuis 1869. Et ce ne sont l\u00e0 que quelques exemples des mesures audacieuses prises par le pays !<\/p>\n\n\n\n

\"Graphic
Image : Un bref aper\u00e7u du pays de la pura vida. L’essentiel du Costa Rica<\/figcaption><\/figure>\n\n\n\n

L’\u00e9tablissement de la marque a permis de consolider \u00e0 la fois les actions entreprises et les messages qui les concernent, ce qui n’est pas pass\u00e9 inaper\u00e7u. La marque Essential Costa Rica a depuis re\u00e7u plusieurs distinctions, notamment le prix 2019 Place Brand of the Year d\u00e9cern\u00e9 par City Nation Place<\/a>. En outre, depuis 2013, le Costa Rica est pass\u00e9 du 11e rang parmi les Am\u00e9riques dans le classement Bloom Consulting Country Branding \u00a9<\/a> Tourism and Trade \u00e9ditions en 2015 au 4e et au 9e rang, respectivement, en 2022.<\/p>\n\n\n\n

En 2021, Pedro S\u00e1nchez, pr\u00e9sident de l’Espagne, a annonc\u00e9 que l’Espagne aspirait \u00e0 devenir le \u00ab\u00a0Costa Rica de l’Europe\u00a0\u00bb \u00e0 l’avenir, afin de prot\u00e9ger sa biodiversit\u00e9.<\/p>\n\n\n\n

Les m\u00e9dias ont eux aussi contribu\u00e9 \u00e0 renforcer la perception souhait\u00e9e du Costa Rica. Dans son analyse, par exemple, Bloom Consulting a constat\u00e9 que les efforts du pays en mati\u00e8re d’\u00e9nergies renouvelables ont attir\u00e9 l’attention de publications telles que Vox, Time et The Guardian, pour n’en citer que quelques-unes.<\/p>\n","protected":false},"excerpt":{"rendered":"

L’\u00e9quipe de Bloom Consulting vient de livrer sa premi\u00e8re strat\u00e9gie de Nation Branding d\u00e9velopp\u00e9e avec l’intelligence artificielle (IA). Satisfait des r\u00e9sultats de leurs pr\u00e9c\u00e9dentes collaborations, le client – Essential Costa Rica – a fait confiance \u00e0 Bloom Consulting pour cr\u00e9er Vision 2035 – une feuille de route r\u00e9alisable pour assurer la r\u00e9silience du lieu et […]<\/p>\n","protected":false},"author":3,"featured_media":8108,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[762,540],"tags":[628,745,569,880,766],"class_list":{"0":"post-8155","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights-fr","8":"category-territoires","9":"tag-costa-rica-3","10":"tag-lia","11":"tag-marque-nationale","12":"tag-nation-branding-fr","13":"tag-place-branding-2-fr"},"yoast_head":"\nPremi\u00e8re strat\u00e9gie de marque nationale pilot\u00e9e par l'IA - Bloom Consulting<\/title>\n<meta name=\"description\" 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