Great minds think alike.
While LREM, La République en Marche, the party created by Emmanuel Macron in 2017, decided without warning to rename itself Renaissance to face the 2022 legislative elections, Beyoncé, the American pop singer, announced that her next album, scheduled for July 29 , would also be called
Renaissance
.
No wonder, the political world and the cultural industries call on the same "name branding" agencies to choose a name.
With the sole concern of reaching as many people as possible with a shocking word, without any reference to an ideological message or a project.
Companies proceed in the same way when they are looking for a company name or a brand.
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Whether it's a soap, a party or a ditty, the name no longer refers to the thing it would define.
All these products, cultural, political or industrial, have the common denominator of chasing after mass success.
It is enough for a party to evoke a vague promise…
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