Who ? The Red Rail, a new Dutch fashion label. It is an all new brand. Their clothes are available only for blood donors. Of course, there are already many donors for only 20 unique clothing sets. To select the 20 winners, there will be a lottery next January. Have a look at the runway [...]
Categories: EXAMPLES
Tagged: brand purpose, brand utility, fashion label, lottery, Netherlands, social mission
Here is a recent presentation prepared by Ingmar de Lange, a Dutch marketing professional. You will find a great sum up about brand utility. You will have as well some very interesting examples of branded utilities. The presentation is more focused on these “small fires” as explained Mark Earls and Helge Tennø. It gives very interesting [...]
Categories: PRESENTATIONS
Tagged: branded utility, Helge Tenno, Ingmar de Lange
Who ? Toms shoes, a recent company founded in 2006 by Blake Mycoskie, a young American entrepreneur. Find more about the company on its website and on their Facebook, YouTube or Twitter. What’s the utility ? For any pair of Toms shoes you buy, the company offers one to a child in need. Here is [...]
Categories: EXAMPLES
Tagged: brand purpose, brand utility, one for one model, social mission, Toms shoes
Brand utility is not a new marketing concept. Actually, it has already been around for a long time but it has never been as spread as we would like it to be. Indeed, we were first involved in a conversations era, when people were at the center of the communication. This communication was slow and [...]
Categories: PRESENTATIONS
Tagged: Apple, brand utility, case studies, google, history, michelin
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
