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Today, the consumer is redefining value and setting new codes of desire.
They determine your attractiveness, your sales, and your margins.
Brands that understand their expectations earn preference.
The others lose ground — even with excellent products.
CustomerFirst™ is a hybrid Consulting + Coaching method designed to help manufacturers, service providers, distributors and franchise networks reconnect with the end consumer, strengthen perceived value and protect their margins — while cultivating desire.
It combines differentiation, premiumisation and Go-to-Market mastery, translating the success levers of premium brands into your reality to transform product-centric models into true consumer-first strategies, align teams,
and lay the foundations for sustainable growth.
What does the Desire_Score™ measure exactly?
Your level of strategic alignment across 9 essential dimensions:
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Vision
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Positioning
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Field Activation
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Agility
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Customer Culture
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Go-to-Market
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Pricing Power
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Desirability
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Value Capture.
Put simply:
Your ability to be desirable, chosen, and profitable — sustainably.
Your offer is solid.
But does your strategy truly create desire?
Does it protect your margins?
And does it actually turn your value into sustainable profit?
A model to guide your transformation: The Desire_Score™
In just a few minutes, the Desire_Score™ assessment reviews 9 key dimensions to reveal what drives — or hinders — your ability to fuel growth, protect your margins and cultivate desire.
It highlights your true levers of differentiation as well as the factors that hold back your performance.
The issue is often not what you sell…
but how effectively your strategy meets — or fails to meet — the expectations of the end customer.
In the end, an outstanding offer, product or service is no longer enough.
The result?
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Sales losing momentum.
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Margins slipping away.
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A brand, a network or a service that no longer creates that spark.
Who is the Desire_Score™ for?
For businesses that need to create perceived value and protect their margins* :
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Manufacturers
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Service providers
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Distributors and retail chains
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Franchise networks
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B2B brands transitioning toward B2B2C or B2C models
*Except for purely B2B models without an identifiable end customer.
Why take the Desire_Score™ now?
Because when you spend all year with your head down in operations,
taking 5 minutes to check whether your strategy is solid, whether it needs adjusting — and in which direction — or whether it needs a complete rethink…
That’s no longer a luxury. It’s basic hygiene.
And because every leader needs clear markers — not slides, not theories.
Simply an objective view of what really matters.
Differentiation · Premiumization · Go-to-Market · Distribution - Consumer Centricity
Capability Building · Strategic Execution · Operational Impact - Value Proposition
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STEPS TO ACCELERATE
YOUR GROWTH
Diagnose & Align for Quick Wins
Identify immediate opportunities to reignite growth, strengthen margins, and enhance brand appeal — while aligning teams with consumer expectations and market realities
Strategize & Design your Value Proposition
Build a differentiating value proposition that connects with consumers, increases perceived value, and positions your brand for sustainable performance.
Implement & Activate
Deploy targeted actions to engage consumers, improve visibility, test-and-learn, increase conversion, and deliver rapid, measurable impact on desirability and results.
Track, Adjust & Scale What Works
Ensure lasting growth by measuring progress, validating ROI, optimizing strategies, and scaling effective initiatives across markets.
CustomerFirst™ turns clarity into actionable strategy — helping organizations grow faster, protect their value, and reclaim the desirability of their brand.
Discover how the strategies of premium brands can unlock profitable, consumer-driven growth for your business.
CustomerFirst™
A unique approach that turns desirability into performance.
Unlike traditional consulting firms that stop at recommendations, or agencies that take control of your strategy, CustomerFirst™ guides you from strategy to execution — keeping your teams in the lead and your results measurable.
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Diagnose before act – A strategic mirror that ensures you're solving the right problems and capturing real value.
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Empower your teams – Structured workshops and practical tools that build alignment, ownership and confidence.
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Combine quick wins & long-term transformation – Deliver visible impact fast, while building the foundation for sustainable growth and margin resilience.
A Hybrid Approach: Consulting + Coaching
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Consulting: Strategic diagnosis, benchmarks, and roadmap development to define your value growth trajectory.
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Coaching: Hands-on workshops that activate go-to-market plans, strengthen differentiation, optimize networks and distribution, and reinforce pricing power.
Who are we ?
Delphine VAYSSE / Didier PICARD
Co-creators of the CustomerFirst™ method
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THE COLLECTION is an independent consulting firm bringing together experts in marketing, sales, and network leadership.
We have supported luxury and beauty brands for more than 30 years.
Our belief
The principles that create desire, foster loyalty, and strengthen margins in premium and luxury can be adapted to any industry — when done intelligently.
Our mission:
To help companies unlock their full potential with proven tools and a truly consumer-centric strategy.
We’re not the only ones inspired by luxury brand strategies.
Other brands have embraced them… and it’s no coincidence they became leaders.
Didier Picard
CEO
A few words about our philosophy.
Why Luxury Brands Thrive — Even in Downturns
Luxury brands consistently outperform the market.
Not because they follow trends, but because they are radically consumer-centric from day one.
▶ They place the client at the heart of every decision.
▶ They don’t push products — they create desire.
▶ They execute flawlessly, every day.
▶ And they build pricing power through perceived value, not promotions.
▶ In short: they create desire, and desire drives profitability.
What We Bring to Your Sector
For over 30 years, our team has evolved in premium beauty and luxury — industries that had to adapt earlier and faster than most.
Companies from other sectors regularly came to us for advice.
And one day, it clicked :
Everything we had learned — from the shift from B2B to B2B2C to B2C — could be applied to other industries.
Not by copy-pasting luxury.
But by translating its principles into the realities of:
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Manufacturers
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Service providers
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Retailers
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Franchise networks
Because yes, every market has its own rules.
But in the end, it all comes down to the same thing :
▶ How you connect — or fail to connect — with the end consumer.
▶ How you create desire, value, and sustainable profitability with #TheRealBoss.
Our Mission Today
We help companies shift from a product-driven logic to a truly customer-centric culture — one that stimulates demand, protects margins, strengthens brand image, and engages teams in the transformation.
You don’t need to reinvent the wheel.
We’ve been turning it every day, for more than 30 years.
Didier Picard
