Carré Noir expands its expertise

The future of brands lies in emotional resonance

In an increasingly challenging economic environment, shaped by growing automation and the rise of generative AI, brands are prioritising immediate efficiency. But by repeatedly relying on the same formulas, they are becoming increasingly alike. And when brands look alike, they become interchangeable. The risk is no longer simply underperformance. It is indifference. A brand’s greatest danger is no longer just content that misses the mark. It is also content that is merely “good enough”: content that follows the rules, ticks all the boxes, but fails to make anyone feel anything.

Against this backdrop, Carré Noir is unveiling a new strategic positioning, rooted in the belief that sustainable brand performance depends on the ability to create strong emotional resonance.

This is the thinking behind Carré Noir’s new promise: “We design branded experiences that drive emotional resonance.” For the agency, emotion is neither a nice-to-have nor simply a creative tool. It is a competitive advantage. Brands that create emotional resonance perform because they build attachment — and attachment is the antidote to indifference.

“Emotional resonance is a brand’s ability to connect with what is alive and human. We are surrounded by a ‘cold matter’ made of screens, algorithms and simulated emotions. Today, there is a fundamental need to reconnect with what is alive — to embody a ‘warm matter’ made of human interactions, real emotions, and even imperfection.” Lydie Chailloux, Deputy Managing Director, Strategy

This resonance begins with a deep understanding of the times we live in: their tensions, aspirations and contradictions. It is built on brands’ hyper-distinctiveness — their genuine difference, rather than a merely cosmetic one. And it is nurtured by a constant creative ambition capable of turning a brand into an experience.

“Successful branding relies on a magic triangle: identification, desire and empowerment. When a brand goes beyond attraction to inspire confidence and elevate those who encounter it, it achieves resonance.” Reza Bassiri, Chief Creative Officer

Structured around four pillars — Think, Craft, Engage, Measure — this approach is driven by one constant question: “Think, create, engage, measure: every step is guided by a single question — what does this make people feel?” Ingrid Kuhn, Managing Director

Already implemented for brands including Accor, La Poste, Bonduelle, Carlsberg and TotalEnergies, this methodology aims to transform carefully crafted identities into experiences that people actually live and feel.

“Within the Publicis network, we have a considerable head start in customer knowledge, data, media and agentic AI. Combined with brand strategy and branding expertise, these capabilities create a unique offering. They enable us to design powerful emotional experiences — and that is the purpose of our new methodology. Our vocation — to create images, worlds and emotions — is more central and decisive than ever.” Jean-Philippe Chavatte, President

In an environment where everything is tending towards uniformity, emotional resonance is emerging as less a positioning statement than a strategic necessity. For brands, it is no longer enough to simply be seen or understood. They need to be felt.

Harvard Business School reminds us that 95% of our purchasing decisions are driven by emotions.