Monthly Archives: May 2010

Branded context and brand situation 0

Here is another key presentation about new marketing and of course brand utility. Helge Tenno introduces us what’s “a bigger idea“. The big idea is a simple one, most of big ideas are. Michael Tchao (former Nike+ Manager & now VP Product Manager at Apple) The image in the slide 24 is perfect to understand [...]

The new brand landscape 1

For a long time, I have read Helge Tenno‘s blog. His presentations are very relevant (very probably one of the best strategist) and you can find some very rich insights. A definition of the brand In this presentation “The new brand landscape” from 2008, Helge gives us an interesting definition of the brand (s. 35). A [...]

Social media is a place to do things 0

Another excellent presentation to realize that you can have any social media strategy, any very experienced and creative community manager… it doesn’t matter, that’s not the point. People just don’t care about your brand, they don’t want to be your friend, they don’t care about your stories… There are so many competitors and so many [...]

The (already happening) future of marketing 0

In this recent presentation, Josh Chambers introduces perfectly the branded utility. After giving some very clear definitions, he shares some interesting examples such as Nike+, Domino Pizza Tracker, Clorox Cleaner advisor… With this presentation, we can start to debate about the difference between brand utility and branded utility. Some people already tried to define these [...]