Who ? It could be Starbucks, the famous American café but the idea is just a student project at the moment. What would be the utility? Starbucks could help its customers to get up easily in the morning. If you don’t snooze your phone to try to sleep a bit more, the brand congratulates you. [...]
Categories: EXAMPLES
Tagged: branded utility, context, context marketing, ideas, mobile app, modern marketing, Starbucks
Well…a love affair according to us, but more of a divorce according to most brands. Technical advance in the IT sector is completely reshaping the way businesses and brands interact with their customers. It creates new marketing practices and gives opportunities for new business models. Computers and the Internet have changed many things in the [...]
Categories: PRESENTATIONS
Tagged: app store, apps, brand, brand utility, branded utility, context, context marketing, contextual marketing, engagement, experience, mobile app, personal, relevant, situation, smartphones, spatial, tablets, temporal, utility
Here is a great interview of Michael Porter about the need to rething capitalism. He explains his idea of shared value which is very similar to what we consider as brand utility. In his article in the Harvard Business Review, he insists on the need to create shared value instead of simply creating economic profits. [...]
Categories: PRESENTATIONS
Tagged: brand purpose, brand utility, context, engagement, environmental, innovation, modern marketing, useful
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
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
