Description
Louis XIV Is in the Building: Abstract
Quatorze Communications is a Sherbrooke-based communications agency (five employees plus freelancers) specializing in Web solutions and graphic design – an extremely competitive market. It’s said that “if you kick a garbage can, ten agencies will jump out and offer their services!” How does an agency set itself apart from the others? Isabelle Gagnon, vice-president and partner at Quatorze Communications, has an idea: focus on interpersonal relationships. Isabelle dreamed up an advertising campaign in which she and her team would demonstrate that these values are core to their client service. The question now is how to create a brand image that spotlights this value.
Teaching objectives
Understand how a company can and must differentiate itself in a highly competitive market.
Main themes covered
- Differentiation and customer service
Concepts and theories related to the case
- Advertising
- Competition
- Values
- Differentiation
Additional information
Teaching notes are available for professors. Contact the HEC Montréal Case Centre.
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