Ideas and influence

Comes builds bridges between communication strategies and influence strategies. This is an innovative position that asks clients to be open to three critical issues:

(1) Be aware that the purpose of in-depth, and thus effective, communication is not only to pursue immediate results, but rather to subtly contribute, through the development of a structured and qualitative message, to a gradual modification of the target’s response parameters.

(2) Consider not only the strategy but also the substance of the communication vectors; the editorial content, the relevance of sources, and the diversity of approaches. By trusting the intelligence of your addressed market, you can convince the media of the authenticity of your approach.

(3) Economic intelligence professionals must widen the spectrum and operational methods of influence strategies. Economic intelligence should not be confined to controlling and securing information flows in order to enlighten decision-making processes. It should be an influence projection strategy.

Benefits of this approach

Far from following the trends and behaviors in a marketing or consumerist manner, far from riding the wave of traditional tendencies (as some do perfectly well with strong and consistent methods), we must consider communication from another angle.

As we fully enter the knowledge economy, where the weight of a company’s intangible capital proves to be a critical factor in its value, executives must understand that there is, in the development of new and positive influence strategies, an authentic and still unexploited source of richness. It is the best interests of organizations to consider those parameters as a key element to be integrated into their general strategy. This is where the referents and parameters of tomorrow's debates are shaped.

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