Here is a longer presentation by Marc Pritchard about the power of the brand purpose. After his first intervention in Cannes 2010 about the same topic, the Global Marketing & Brand-Building Officer of Procter & Gamble shows some great applications with some brands like Always, Tide or even the Old Spice. All these actions were [...]
Categories: PRESENTATIONS
Tagged: brand purpose, brand utility, ideas, insights, modern marketing, relevant, shared value, social mission
Who ? It could be Ray-Ban, but it’s a project from Swedish students at the Berghs School of Communication. (Again !) What’s the utility ? The app enables people to find sunny spots in New York, depending on the user’s location and the time of the day. You can watch the video right here : [...]
Categories: EXAMPLES
Tagged: app, ban, berghs, brand utility, bright light, ray, ray ban, school of communication
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
Here is a very probably great movie which will make the marketers think in a better way (as we always try on this blog actually). The Naked Brand is a story about how corporations can help save the planet one small step at a time. It’s an introduction to a bright new future where companies [...]
Categories: PRESENTATIONS
Tagged: brand purpose, brand utility, engagement, movie
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
