Brand Utility

#59 – Scrabble – Scrabble Wifi

Brieuc — Wed, 19 Jun 2013 15:08:14 +0000

We tweeted it several weeks ago, they just got a Lion for this. Congrats Ogilvy Paris.

#58 – IBM – Smart Outdoors with purpose

Brieuc — Fri, 14 Jun 2013 14:18:55 +0000

#57 – Club Sanguebom – The donnor cable

Brieuc — Thu, 13 Jun 2013 15:35:23 +0000

We adopt a new of way of publishing the examples. As there are more and more good examples and we have less and less time to talk about them, we’ll publish them in a very simple way: only a video, an image, an infographic will be shared here. Brand Utility has this point we don’t need to debate so long to say “it’s relevant”.

via DocNews

#56 – Audi – start-stop app

Brieuc — Mon, 06 May 2013 14:14:54 +0000

Who?

Audi in Spain.

What’s the utility?

Audi developped several applications for mobile. The last one by DDB Spain proposes to optimize your smartphone battery. It saves you the energy the same way it saves the oil when you’re waiting to the red light. That’s a relevant demonstration of the Audi experience.

Audi – aplicación “Start-Stop” from DDB España on Vimeo.

via Sylvain Paley

“Business is changing”

Brieuc — Thu, 02 May 2013 13:52:01 +0000

Business is changing and everyone is about to realize it. Here is a massive presentation by the excellent Andrian Ho from Zeus Jones.
The work of this agency is very inspiring and always based on the purpose of the brands it works for. They totally understood that brands need to propose experiences. Zeus Jones works on these experiences from design to development and strategy.
In this presentation, Adrian introduces the different aspects of modern business. The purpose is critical on each key aspect of a company : its employees, the way it innovates, the way it communicates, its interactions with its competitors. Companies tend to be now more focused on the ecosystem and their networks than their unique results. More than ever, your brand utility is the key.

Learning to flow from Adrian Ho

#55 – KLM – your Must See Map

Brieuc — Mon, 08 Apr 2013 12:41:02 +0000

Who ?
KLM, the airline company.

What’s the utility ?

It’s not the first branded utility by KLM. It’s nice to see that brands adopt this way of doing in continuous cycles. Once again, by being focused on their customer experience and needs, the brand proposed a new tool. It enables any traveler to collect the best tips thanks to their social networks before going somewhere. With your friend advices, you probably won’t have a better guide for your trip. KLM add a new and relevant value to enrich their user experiences. They went further than just the service limits, the airplane or airport timespace.
With this kind of new free services, the brand can expect and create new business opportunities like partnerships with local businesses for example.

via le digital post

Marketing as service

Brieuc — Sat, 23 Mar 2013 08:27:05 +0000

“It’s an opportunity for marketers to be much more creative than they were in the past”
John Nardone, CEO of x+1.

This short video shows the unlimited potential in our digital era for brand marketers to create new services around their products and demonstrate the meaning of their brand. Special K is a particularly relevant example.

goodpurpose ® 2012, the executive summary

Brieuc — Fri, 01 Mar 2013 14:52:26 +0000

Here is a very interesting study about the brand purpose in the world. Edelman proposes a relevant document to enable any marketer or strategist to convince their boss to act by following their brand purpose. The purpose is a kind of everyday direction for the brand, it will enable anyone to contribute to the brand utility creation process. Of course, no one can describe better the purpose power than Simon Sinek, so if you haven’t watched it yet, have a look to his Ted presentation.

Advertising in 2020

Brieuc — Sun, 17 Feb 2013 11:43:59 +0000

Interesting presentation by Mark Earls and Johny Willshire. For several years, we’ve heared a lot about retargeting models, very precise tools to get in touch with your potential customers. Some very short term “strategies” that most marketers appreciate to show some quick wins to their bosses. However, for long term, it doesn’t bring anything. Marketers must rethink the experience they propose.

This is useful marketing.

“27″ – the satisfaction by Alf B. Bendixen

Brieuc — Mon, 17 Dec 2012 16:37:39 +0000

“The brand and customer satisfaction is created first and foremost by the customers experience (with the product or the service, not the advertisement).”

Alf B. Bendixen via source.