BrandedUtility营销的未来.pdfVIP

BRANDEDBRANDED UTILITYUTILITY ththe ((allreaddy hhappeniing)) future of marketing /pthei a special thanks to PAUL KOCH every presentation needs a few CAVEATS A FEW DIFFERENT NAMES •  Not quite interchangeable, but very similar: –  Branded Utility –  Marketing as Service –  Marketing with Meaning SPLITTING HAIRS •  Often used interchangeably, I prefer a distinction between “Branded Utility” and “Branded Utilities”. My definitions: •  Branded Utility: An overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user •  Branded Utilities: Tools and the actual implementation of the overarching concept “Branded Utility” the part where i use others to make me look smarter WHAT IS BRANDED UTILITY? WHAT IS BRANDED UTILITY? GENUINELY USEFUL “ Brands being genuinely useful to their customers, employees, suppliers and the people they touch. ” -Johnny Vulkan – Anomaly  /2006/11/branded_utility_1.html WHAT IS BRANDED UTILITY? RELATIONAL “ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. ” - Benjamin Palmer – Barbarian Group /shuubys/interactive-mobile-marketing-the-new-branded-utility-wave-omnimedia-group-presentation/ WHAT IS BRANDED UTILITY? INTERESTING “ We’ve got to stop interrupting what people are interested in and be what people are interested in! ” - Axel Chaldecott – JWT /index.php/tag/branded-utility/ WHAT IS BRANDED UTILITY? CREATIV