Jeremy Bullmore, respected thinker of WPP, answering to a reader of Campaign magazine, said such things about brand utility: Branded Utility may be a shiny new phrase, but what it describes is as old as marketing. And I don’t mean that dismissively: it’s always been a good idea. About 70 years ago, I was an [...]
Categories: QUOTES
Tagged: brand utility, branded utility, bullmore, campaign magazine, definition, jeremy bullmore, not new, quote
“I also suggest that the problem with most [digital] initiatives today is that they are designed as marketing and by that inevitably will be perceived as a cost. If we are to see more money and more innovation being put into the digital and connected activities, we need to start helping companies identify, design and benefit [...]
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Tagged: branded utility, business model, context marketing, innovation, mobile app, modern marketing, quote, utility
“Rethinking the idea of the brand” “You have to reach the next level of branding. The next level is about shifting from an aspirational brand (look at me, look at who I am, look at my status, let me signal it to you) to a meaningful brand that says: “here is how we don’t harm [...]
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Tagged: brand, brand purpose, modern marketing, social mission, Umair Haque, utility
“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.
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Tagged: brand, brand utility, experience, Helge Tenno, insights, modern marketing, utility
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