The evidence is more important than before

On the one hand behind the scenes of a palace seen by the writer and journalist Andre Bercoff. The other 150 good Parisian addresses and compelling claws "concept store" wired luxury. Published novel in Hinoki editor but lavishly illustrated format, "The Art of living Fouquet's Barrière", sold in bookstores but also to the hotel, as well address to clients as the Parisians to is offering not a suite but can push the door to go to the bar. Directed by the Agency of communication by the road reading book, it is emblematic of the new era live works brand or business.

Now, these writings to leave traces not only belong to the category of the massive books on a corner of the table. "There is a true renewal." The forms are more varied. "And addressed angles are equally", welcomes Marianne Théry, Director of the textual editions, pioneer of the kind that publish 10 to 15 pounds of companies per year representing about one-third of the turnover of the House. She said the arrival of true collections such as the one launched by Bouygues building International around the spirit of the place. Broadcast by the group, the first invitation to the voyage outlined a round the world, the second focuses on Cuba and two others are in preparation. Dalkia energy services specialist, he, opted for four anthologies literary and artistic around items, from water to fire, and commercialized in bookstores.

Explosion of cookbooks

Anniversaries are times lighthouses. Especially beyond a certain age. For eighty years, Assimil is delivered to the exercise to trace its history. The hotel Scribe made the publication of a book on its one hundred and fifty years the starting point for the 2010 festivities like the Lutetia happening this year Cape Town of a hundred years. But when a brand has already celebrated by one book a year iconic, it should find something else to the next. Contributing to the new eclecticism of the sector.

One of the events of the time however has no link with the candles to blow: the explosion of the cookbook. The marks made their bestseller. Béaba childcare specialist is linked to the release of "Kid Cook Book" to the culinary Editions. The book shows the uses of the Babycook, his robot who also cooked food, when babies grow. To extend life and expand the use of accessories. The Palais des Thés and his school, they joined "The kitchen tea", published by Agnès Vienot, showing that tea could also play the role of an ingredient and give clues to marry the beverage with dishes.

The agri-food company Tipiak have bounced on the proposal of a book published in the whims of the First editions collection, entitled "Cereals." Take the seed! . "There is, among consumers, a deficit of knowledge on how to cook grains." "The book allows to give them ideas," said Guillaume Chaussepied, marketing director of Tipiak grocery. Sold in bookstores as the other titles in the collection, best 3,000 of the work were also offered in a game, but in a specific version with the logo of Tipiak coverage and photos of its products inside. And its image appears for a moment on a part of the packages of the mark.

These titles are indeed a place not only in bookstores, but also via other channels of dissemination, expanding their impact. In stores, can be purchase on the floor of the cooking utensils. As has the "The kitchen to the Opinel knife", published on the occasion of the one hundred and fifty years of the Savoy, this in the corner was recently the brand to spring Haussmann. "It is high in chocolate", written by the author of bestsellers of revenue Trish Deseine and published by Marabout in collaboration with Nestlé Dessert had him, found his place in the short-lived store opened early in the year by the specialist of the shelves.

For Marabout, partnerships are often on the books of kitchen. But they also take other routes such as the project provided for the term with Audika for a public work on hearing loss. "Brands are looking to reach consumers outside their own circuits." Book vehicle values and emotions of interest to them more. "We know to be reactive if our demands are accepted by the companies," Note Elisabeth Darets, Director, Marabout, for which the purpose is to make the book a bestseller.

More complicity

Editors are more likely to engage in the exercise. Outside the practical books, the pen is often left to journalists or historians. And prints can be very varied, from 1.500 to best 100,000. Textual net average cost between 60,000 and 250,000 euros. "Trends, include a valuation of the know-how of the business." The evidence is more important than before. "The book ought to be more an accomplice", note Marianne Théry.

The new tone adopted gives rise to works such as "Billy the Kit", published by Albin Michel on the shelves of Ikea of the same name just thirty years. Also different than the culinary designer Marc Brétillot or Wandrille Leroy cartoonist personalities offer their very lagged vision.

But to change the content of the book is not enough. Must know the highlight. "It is not a book for pleasure." "Investment is and must be integrated into a communication device" view Florence Batisse-pitcher, founder of road reading. It also underlines that, for a pattern, it is a way to leave its mark in a group.

"The book gives weight to a trademark in a company that finally the anguish of dematerialization.". "Even if some books take dust, they also keep real traces", said Georges Lewi, expert in brand strategy and leader of the Institute BEAK, underlining also the interest internally to acquire a culture of archive. At the time of the Internet and the spectacular but short-lived operations, the book keeps therefore of his will. Provided whether to renew its approach.

Find a selection of works of marks on

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