The company has the same business model as Tom’s shoes. It’s another “one for one” example. Here, Jimmy Fairly sells some nice designed glasses (made in France and in Italy) and then offers one to NGO who will give some pair of glasses and materials where it will be needed.
Discover the 2 French entrepreneurs introduce their nice project:
You might have noticed that in our definition of Brand Utility, we prefer to talk about users than customers, when it is about people who benefit from it.
We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of a user tends to zero, so why giving the exclusivity of your service to your target?
Griffin Farley, in its propagation brief, makes the distinction between aspirational audience and inspirational audience. Your aspirational audience is the one who buys your products or services, who helps you to reach your business objectives. Your inspirational audience, on the contrary, is the one who will engage with your creative assets and who is likely to influence the aspirational audience in a positive way.
So when you believe that your brand should be limited to your buyers, think about other people that could do good to you without buying anything.
- it’s not influence, it’s emulation, everyone and everything is connected, as “we humans are not a species of “influential” individuals but emulators” Mark Earls, that’s why inspiration is going so fast.
As a conclusion, and as we regularly say on this blog, Ingmar sums up “the key is to add value to this infrastructure, and not approach it as another medium”.
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 proposes to help people with diabetes, as well as the friends and families who support them, to learn more about how to live healthy lives while successfully managing their diabetes. Regularly, you’ll have some relevant tips and advices to explain the diabetes and manage your life with it. The use of Facebook and Twitter is very relevant here and makes it easy for everyone.
“Living with diabetes is hard, and the many misconceptions, assumptions and half-truths out there don’t make it any easier,” said Todd Siesky, public relations and social media manager for Roche Diabetes Care in the United States. “There are a great number of diabetes advocates online who are already doing an outstanding job of education and advocacy work on behalf of people living with diabetes. We hope to amplify their voices as well as highlight issues important to everyone in the diabetes online community.”.The brand acts where it will be needed and appreciated, that’s what matters now.
