Here is a longer presentation by Marc Pritchard about the power of the brand purpose. After his first intervention in Cannes 2010 about the same topic, the Global Marketing & Brand-Building Officer of Procter & Gamble shows some great applications with some brands like Always, Tide or even the Old Spice. All these actions were [...]
Categories: PRESENTATIONS
Tagged: brand purpose, brand utility, ideas, insights, modern marketing, relevant, shared value, social mission
Nice video to introduce the Shared Value concept.
Categories: PRESENTATIONS
Tagged: brand purpose, brand utility, engagement, G&E, IHG, innovation, insights, modern marketing, Nestlé, social mission
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
Who ? Ikea, the famous Swedish brand. What’s the utility ? With their great agency Ubi Bene, they created a nap station on the road between Paris, Lyon and then Marseille. Here is the video : It’s particularly clever to try the beds of the brand and it “improves the daily lives” as their claim [...]
Categories: EXAMPLES
Tagged: branded utility, context marketing, experience, ideas, Ikea, insights, modern marketing, relevant, road
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
