Who ? KLM, the airline company. What’s the utility ? It’s not the first branded utility by KLM. It’s nice to see that brands adopt this way of doing in continuous cycles. Once again, by being focused on their customer experience and needs, the brand proposed a new tool. It enables any traveler to collect [...]
Categories: EXAMPLES
Tagged: branded utility, experience, klm, modern marketing, relevant, social media, travel
Here is a new post category we wanted to create. We will regularly ask 4 simple questions to strategists, experts and entrepreneurs with a focus on brand utility. The first of them is Tristan Nicolas, one of the three men behind Ben & Fakto, a fun, great and responsible website to find your next clothes. [...]
Categories: INTERVIEWS
Tagged: Ben&Fakto, brand purpose, engagement, micro-credit, modern marketing, Seth Godin, social media, Toms shoes
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
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
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