Let's Not Fight the Wrong Battle
By Christian Morisot
One story among many… As Director of the Foreign Legion Veterans' Home, I was delighted to discover all the artistic and commercial possibilities offered by our bookbinding and ceramics workshops, and I had dedicated myself to understanding all the secrets of winemaking.
I felt I should take an interest in marketing, considering that I shouldn't get sidetracked by short-lived commercial enthusiasms… So I became interested in a thousand and one things besides the well-being of the residents, which was our priority. I embarked on a strategy aimed at understanding the needs of these particular consumers—the legionnaires and their supporters—and thus promoting the products as desired by influencing their purchasing decisions.
The results were there, with an improvement in the quality of the wine. We diversified, showcasing our terroir with a beautiful "old Bordeaux" bottle, adorned with a handsome Legion flame and a small statuette made by Mr. Guy Paris, which the residents affectionately called "Momo."
Today, I think we're losing our way, and marketing is no longer relevant. How can we expect commercial success with an overpriced "Legion Pastis," a "13th DBLE Whisky," or even a figurine of a former Legionnaire in uniform, even one made by Fouque? It's hardly inspiring for the JAL (Journées d'Animation et de Loisirs - Association and Leisure Journalists) who learn about the Associations through a veteran involved in numerous activities.
I think we're going astray, losing touch with reality, and missing the point; we absolutely must rethink our approach. This is also reflected in the outlook of the Aix and Sainte Baume Association, whose President will make important decisions after meeting with the future Director. Here's to a promising start to the academic year in September, unless…
Today, I think we're losing our way, and marketing is no longer relevant. How can we expect commercial success with an overpriced "Legion Pastis," a "13th DBLE Whisky," or even a figurine of a former Legionnaire in uniform, even one made by Fouque? It's hardly inspiring for the JAL (Journées d'Animation et de Loisirs - Association and Leisure Journalists) who learn about the Associations through a veteran involved in numerous activities.
I think we're going astray, losing touch with reality, and missing the point; we absolutely must rethink our approach. This is also reflected in the outlook of the Aix and Sainte Baume Association, whose President will make important decisions after meeting with the future Director. Here's to a promising start to the academic year in September, unless…