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
The brand utility concept is not only focused on consumers. On this blog, we very often talk here about the business model. This video about the circular economy will probably give you very powerful ideas to rethink it. This new way of doing business can have a huge impact on economy, the environment and in [...]
Categories: PRESENTATIONS
Tagged: branded utility, business model, environmental, ideas, innovation, modern marketing, relevant, useful
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
Here is a very good sum up on how brands must act in the connected age. It shows clearly the old way of doing business is dead, especially concerning the myths of strategy, control, consistency and data. I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today. [...]
Categories: PRESENTATIONS
Tagged: brand content, brand purpose, innovation, insights, modern marketing, relevant, social media
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