Here is a new post category we wanted to create. We will regularly ask 4 simple questions to strategists, experts and entrepreneurs with a focus on brand utility. The first of them is Tristan Nicolas, one of the three men behind Ben & Fakto, a fun, great and responsible website to find your next clothes. [...]
Categories: INTERVIEWS
Tagged: Ben&Fakto, brand purpose, engagement, micro-credit, modern marketing, Seth Godin, social media, Toms shoes
Who ? The automotive company Audi, for its Quattro series. What’s the utility ? This is more of a PR stunt than a real brand utility, but that is cool enough for us to talk about it. Audi created a “Quattro Team” during the great snow in Bulgaria this winter. Most cars are not prepared [...]
Categories: EXAMPLES
Tagged: action, audi, brand, brand utility, bulgaria, quattro, team, utility
Who ? We won’t introduce you to the global sportswear brand, Adidas. What’s the utility ? People living and working in Tokyo may have the urge to go for a run, but no place to shower, and stock their belongings. Near a subway station, Adidas created a facility called Runbase, providing people with lockers and [...]
Categories: EXAMPLES
Who ? KLM, the airline company. What’s the utility ? KLM Meet & Seat is a program helping people meet other passengers with the same interests in life. While it can be a threat to privacy (the need to use Facebook connect to use the service), it can help people have a better experience through [...]
Categories: EXAMPLES
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
