Here is a very good sum up on how brands must act in the connected age. It shows clearly the old way of doing business is dead, especially concerning the myths of strategy, control, consistency and data. I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today. [...]
Categories: PRESENTATIONS
Tagged: brand content, brand purpose, innovation, insights, modern marketing, relevant, social media
Faris Yakob regularly talks about marketing strategy and brings some great ideas in his presentations. This presentation is particularly interesting concerning the current debate about the brand content. On this blog, we insist on brands who try to be useful, who give exceptional experiences. Faris insists in this way:“From ideas that are content to ideas [...]
Categories: PRESENTATIONS
Tagged: brand content, branded utility, engagement, Faris Yakob, insights, modern marketing, relevant, social media
Who ? Nestlé Dessert, a very famous chocolate brand for cooking. What’s the utility ? Instead of pushing a message, Nestlé gives some ideas of what you can make with its product. They explain how to have the best experience possible with it. It’s way more useful and interesting for the customers. The brand already [...]
Categories: EXAMPLES
Tagged: brand content, branded utility, context, experience, mobile app, modern marketing, Nestlé, useful
“The agency’s job is to create content so valuable and useful that consumers wouldn’t want to live without it (…) create content that’s interesting and entertaining enough to invite the consumer.” Jeff Hicks, CEO, Crispin Porter + Bogusky.
Categories: QUOTES
Tagged: brand content, brand utility, branded utility, innovation, quote, social media, useful
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