Daily Archives: May 18, 2010

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 […]

The Future of Advertising is not Messaging 0

Here is another great American planner, Gareth Kay. In this presentation, he insists on the idea. The future of advertising isn’t messaging. It’s in ideas that solve business problems in a culturally positive way. Brands must have a social mission not only a commercial proposition. Of course, companies must sell but it is just another […]