Here is a new presentation by Ingmar de Lange, the marketing strategist who did an interesting guide about brand utility. Here, Ingmar insists on the wrong use by brands of social media : – most of them use it to advertise, instead of changing their business model or being closer or useful of their customers. [...]
Categories: PRESENTATIONS
Tagged: brand utility, business model, context, emulation, Helge Tenno, social media
Who? A world famous pharmaceutic company : Roche, more precisely Roche Diabetes Care. What’s the utility? To help the patients, the company created a blog, Accu-chek, with a Facebook page and a Twitter account. We can imagine how hard it is for the patient and his family to deal with this disease. That’s why Roche [...]
Categories: EXAMPLES
Tagged: brand purpose, branded utility, engagement, Facebook, modern marketing, social media, social networks, tools, Twitter, useful
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