For a long time, we lived in a mass society with a “system of mass production, mass media and mass marketing”. In the 1990′s, the web arrived. We started to use this new fantastic technology as we did with TV, newspaper billboards and many others…
Actually, Internet is the first interaction media, we can’t interrupt people anymore.
Advertising, as we knew it during the 20th century, can’t continue in the same way.
Anyone is media now, anyone is a brand…
In this changing and new context, how can a brand succeed?
Brand utility concept appears like another way of thinking marketing…
Listen, understand and then DO.
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