In the Paris metro, Frédéric Masson Delas, founder of Agent d’Image®, stopped in front of two Paris Basketball posters, side by side. On the left, “Some call it a basketball game.” On the right, “We call it a show.” Two posters, one idea: everything is said.
On substance, the club fully owns its positioning: sport and entertainment. The two do not compete, they reinforce each other. It is not a compromise, it is a choice.
On form, everything rests on contrast. Raw action on one side, the light and spectacle of the Adidas Arena on the other. Massive type, legible from afar and on the move, and a message understood in two seconds, between two connections.
The word that does all the work is “we”. It does not describe a product, it claims a vision and an identity. The club does not say what it sells: it says how it sees what it does.
It is what he tells the people he works with: a strong brand does not settle for saying what it does. It asserts who it is, with a tone, an attitude and a personality its audience recognises instantly. For an executive, the mechanism is exactly the same.
What to take from it
The strength of a clear positioning, owned without compromise. Paris Basketball does not say what it sells, it asserts who it is. A brand, like an executive, is recognised by its tone and attitude before it is judged on its offer.
Your image deserves the same work.
A first conversation, no commitment, to take stock of your image.
