I particularly appreciated this video with Jon Steel. He explains what makes a great planner today and insist on being useful, not only clever. It’s exactly what we try to explain on this blog. Actually, Jon Steel and many other planners like Helge Tenno, Paul Isakson or Gareth Key give us the most interesting advices [...]
Categories: PRESENTATIONS
Tagged: brand utility, definition, ideas, innovation, Jon Steel, modern marketing, useful
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
Here is an interesting interview of Bob Gilbreath from the great blog marketing with meaning, another name to define the brand utility. Bob discusses about the next evolution of marketing and what brands should do to take their actions to the next level.
Categories: PRESENTATIONS
Tagged: Bob Gilbreath, brand purpose, brand utility, definition, innovation
[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. Benjamin Palmer, CEO of the barbarian group, [...]
Categories: QUOTES
Tagged: brand utility, definition, utility
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