Here is a great intervention by Pierre Bigazzi during the last TEDx in La Défense. It’s in French but you can add the English subtitles thanks to the Youtube interface. He explains how managers have to make sense in their mission today. He gives very inspiring stories to enable anyone to convince people to give [...]
Categories: PRESENTATIONS
Tagged: brand utility, engagement, ideas, TEDx, useful, utility
Who? The late successful camera company, Kodak. What’s the utility? Brand utility sometimes does not need big budgets and advanced technology. It can be as simple as a road sign. That’s what Kodak understood when it elegantly installed signs telling Disneyworld visitors the spot was great for a family picture. And as our source, the [...]
Categories: EXAMPLES
Tagged: brand utility, camera, disney, disneyworld, Kodak, orlando, photo, picture, pizza delivery, scenic, simple, spot, useful
“Content is not the end game here. The end game is giving the consumer value and utility. If the most value for the consumer would be derived from free shipping, or a new piece of software, or a better user experience, then doing a feature film integration isn’t the right answer.” Jonah Bloom
Categories: QUOTES
Tagged: brand utility, ideas, modern marketing, relevant, useful, utility
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
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