Recently appointed as Brand, Communication, Digital, and Events Director of Parnasse, Edouard Olivier brings over 20 years of experience with Orange to his new role. With his diverse background working with both B2C and B2B brands, Olivier’s experience within the Orange Group contributes valuable insights and expertise to the selective brand of Parnasse.
In his new role, Olivier’s main objectives include finalizing the digitization of Parnasse’s brand experience, enhancing communication about its offers for non-members, and continuing to develop and deploy offerings related to Parnasse Home and Parnasse Home Pro. Additionally, the expansion of Parnasse’s presence in regions beyond Île-de-France is a priority to meet the increasing demands from members looking to equip their second homes or join the Circle in other regions.
Olivier’s strategic vision for the Circle involves adapting to the current health situation by shifting events to a digital format while still maintaining the promise of exclusive encounters and experiences in culture and lifestyle. Parnasse is working on hybridization, combining digital broadcasting with physical locations, and differentiation, providing unique experiences that set the brand apart from other luxury brands.
The evolution of the Parnasse brand platform includes conducting studies with prospects to improve offerings and ensure alignment with member expectations. Personalization and flexibility are key focus areas, with each member having a personal coach to provide tailored support. The visual codes of the brand have been updated, reflecting a modern typography, a contrast of black and white with a hint of green, and dedicated iconography featuring employees to emphasize service and exclusivity.
Parnasse’s presence on social media is already established on LinkedIn and Twitter, and the brand achieved significant growth in acquisition on certain networks last year. Efforts are being made to gain more visibility and brand image through testing different strategies and leveraging internal ambassadors. Collaborations with luxury brands that share Parnasse’s values are also being considered to further enhance the brand’s presence on social media.
(Useful links:
– Parnasse official website
– Orange official website)
