“As a perfectly timed response to this digital is maturing into branded experiences in the form of services, applications and tools: A designed experience being a much more powerful branding tool than psychological storytelling.” Helge Tenno, a wider digital perspective, February 2011.
Categories: QUOTES
Tagged: brand, brand utility, experience, Helge Tenno, insights, modern marketing, utility
Who ? Nestlé Dessert, a very famous chocolate brand for cooking. What’s the utility ? Instead of pushing a message, Nestlé gives some ideas of what you can make with its product. They explain how to have the best experience possible with it. It’s way more useful and interesting for the customers. The brand already [...]
Categories: EXAMPLES
Tagged: brand content, branded utility, context, experience, mobile app, modern marketing, Nestlé, useful
Who? Schweppes, the beverage brand sold all around the world. What’s the utility? Facebook recently updated the way the profile is designed, so that it permits you to be very creative. Schweppes created an application that makes the profile customization very easy. Four steps: upload picture, adjust settings, save tag pictures, and your profile looks [...]
Categories: EXAMPLES
Tagged: branded utility, Facebook, Facebook app, opportunist, profile app, schweppes, useful
Most brands getting on social media are reproducing the same things they used to do on TV or radio… They adapt their famous 360° marketing plan and eventually invest in a bigger media plan. Here, Heidi Hackemer gives 3 main parameters for a great idea today (slide 31) : Aim for platforms, a long term [...]
Categories: PRESENTATIONS
Tagged: brand utility, context marketing, engagement, ideas, modern marketing, useful
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