Faris Yakob, who we do not have to present again on this blog as he already adds a lot to the “brand utility” thinking, accepted to answer a few questions from us…a few months ago. Don’t ask why we did not publish it earlier, there’s no reason. Tell us more about yourself, what are you [...]
Categories: INTERVIEWS
Tagged: advertools, brand utility, branded utility, faris, geolocation, geotility, kbps+p, location, tracking, yakob
Who ? Vail Resorts is the company which manages several resorts in US. They propose you a very complete offer for the ski and snowboard fans. What’s the utility ? Here is a great application for all the mountain riders. It’s a kind of mix between Nike+ and Foursquare for skiers and snowboarders. Exceptionnaly you [...]
Categories: EXAMPLES
Tagged: branded utility, geotility, insights, mobile app, mountain, service, useful, Vail Resorts
Who ? The North Face, a very famous American sportswear brand created in the sixties. To know more about the story of the brand, you can have a look here. What’s the utility ? The outdoor apparel maker created an iPhone application to suggest you the best activities and the most relevant way to “play” [...]
Categories: EXAMPLES
Tagged: branded utility, geotility, iPhone app, mobile, mobile app, sport, The North Face
For a long time, I have read Helge Tenno‘s blog. His presentations are very relevant (very probably one of the best strategist) and you can find some very rich insights. A definition of the brand In this presentation “The new brand landscape” from 2008, Helge gives us an interesting definition of the brand (s. 35). A [...]
Categories: PRESENTATIONS
Tagged: arenas, brand, brand utility, definition, emulation, Faris Yakob, geotility, Helge Tenno, Homo Mimickus, Mark Earls, participant, service
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