Here is a new presentation by Ingmar de Lange, the marketing strategist who did an interesting guide about brand utility. Here, Ingmar insists on the wrong use by brands of social media : – most of them use it to advertise, instead of changing their business model or being closer or useful of their customers. [...]
Categories: PRESENTATIONS
Tagged: brand utility, business model, context, emulation, Helge Tenno, social media
Who? Google, again! What’s the utility? Google enables its users to take the best out of its products… when it comes to marriage! Indeed, the different tools created by the company can be used to plan a wedding from A to Z. Google Docs helps make schedules or budgets, whereas Picasa is the platform to [...]
Categories: EXAMPLES
Tagged: brand utility, context, google, google weddings, plan your wedding, relevant, useful
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
Who? Amazon MP3, the music entity of the well-known online brand. What’s the utility? Sometimes, to be useful, a brand does not have to pay a lot of money and elaborate complex things. That’s what Amazon MP3 understood. During Superbowl, brands compete to show how creative they can be and broadcast ads making the half [...]
Categories: EXAMPLES
Tagged: amazon MP3, brand utility, brandbowl, context, superbowl, superbowl 2011 ads, superbowl ads, useful
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