Who ? Asics, the Japanese brand created in 1949. What’s the utility ? As a main sponsor of the New York marathon, Asics decided last year to support the participants in a clever way and do you know better supporters than your familly and friends? Have a look to the video to see their answer. [...]
Categories: EXAMPLES
Tagged: Asics, brand utility, branded utility, context, context marketing, ideas, marathon, modern marketing
Who ? Ikea, the famous Swedish brand. What’s the utility ? With their great agency Ubi Bene, they created a nap station on the road between Paris, Lyon and then Marseille. Here is the video : It’s particularly clever to try the beds of the brand and it “improves the daily lives” as their claim [...]
Categories: EXAMPLES
Tagged: branded utility, context marketing, experience, ideas, Ikea, insights, modern marketing, relevant, road
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
Who? 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 [...]
Categories: EXAMPLES
Tagged: brand purpose, branded utility, engagement, Facebook, modern marketing, social media, social networks, tools, Twitter, useful
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
