Who ? Adidas, the football division. What’s the utility ? It looks a lot like Nike+, however, this crazy application is for soccer lovers. You simply put your microship in one of your shoes. Go on the field and it will collect all your data like your total distance, your maximum speed, your number of [...]
Categories: EXAMPLES
Tagged: Adidas, brand utility, context marketing, experience, innovation, mobile app, modern marketing
You might have noticed that in our definition of Brand Utility, we prefer to talk about users than customers, when it is about people who benefit from it. We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of [...]
Categories: PRESENTATIONS
Tagged: aspirational, audience, brand utility, engagement, ideas, innovation, mobile app, service
“I also suggest that the problem with most [digital] initiatives today is that they are designed as marketing and by that inevitably will be perceived as a cost. If we are to see more money and more innovation being put into the digital and connected activities, we need to start helping companies identify, design and benefit [...]
Categories: QUOTES
Tagged: branded utility, business model, context marketing, innovation, mobile app, modern marketing, quote, utility
Who ? Nestlé Dessert, a very famous chocolate brand for cooking. What’s the utility ? Instead of pushing a message, Nestlé gives some ideas of what you can make with its product. They explain how to have the best experience possible with it. It’s way more useful and interesting for the customers. The brand already [...]
Categories: EXAMPLES
Tagged: brand content, branded utility, context, experience, mobile app, modern marketing, Nestlé, useful
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