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
Many marketers wonder about the ROI of social media. When someone asks to Gary Vaynerchuk “What’s the ROI of Social Media?”, he answers “What’s the ROI of your mother?” and insists on the importance of human relations. Here is a presentation about how a brand must act and stop thinking with the traditional ways.
Categories: PRESENTATIONS
Tagged: arenas, brand utility, business model, Helge Tenno, ideas, innovation, metrics, ROI, Seth Godin, social media, Umair Haque
“As a perfectly timed response to this digital is maturing into branded experiences in the form of services, applications and tools: A designed experience being a much more powerful branding tool than psychological storytelling.” Helge Tenno, a wider digital perspective, February 2011.
Categories: QUOTES
Tagged: brand, brand utility, experience, Helge Tenno, insights, modern marketing, utility
“It’s not about checking the weather, it’s about having a great day out” People never use an application just to use it, they have an overlying ambition and motivation. The application itself is just an obstacle between the customer and the goal. We need to design for the bigger picture, not the small activities. Helge [...]
Categories: QUOTES
Tagged: branded utility, context, context marketing, Helge Tenno, innovation, mobile app, modern marketing, useful, utility
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