brand utility evangelists
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Rethinking the Idea of the Brand - Umair Haque - Harvard Business Review
Umair Haque is Director of Havas Media Labs and author of Betterness: Economics for Humans and The New Capitalist Manifesto: Building a Disruptively Better Business . He is ranked one of the world's most influential management thinkers by Thinkers50 . Follow him on twitter @umairh .
A great guide about brand utility | Brand Utility
Here is a recent presentation prepared by Ingmar de Lange , a Dutch marketing professional. You will find a great sum up about brand utility . You will have as well some very interesting examples of branded utilities. The presentation is more focused on these “small fires” as explained Mark Earls and Helge Tennø . It gives very interesting ideas so do not hesitate to share and comment on this blog or on SlideShare .
[Translations: French , German , Hebrew , Italian , Japanese , Portuguese , Romanian , Spanish ] The long tail is famously good news for two classes of people; a few lucky aggregators, such as Amazon and Netflix, and 6 billion consumers.
The Technium: 1,000 True Fans
Benjamin Palmer of Barbarian Group
For the first stop of our search to find out more about Branded Utility we called Benjamin Palmer of the progressive digital shop Barbarian Group based in Boston. It’s his quote about Branded Utility in an Advertising Age article that gave us the inspiration to explore the idea. Where did the concept of Branded Utility come from? Initially the idea came from two ways: Firstly, the production side – in terms of how much work we put into an interactive experience: whether that was a game, a microsite and so on. This can be a copious amount, in fact as much work as you would put into writing a software application.
Recently, I read the purple cow . This is a fantastic book about what marketing is now . Even if Seth Godin wrote it in 2002, it appears really relevant and very close from the vision we have of the brand utility on this blog. After describing the TV industrial complex, Seth Godin tells us why this mass media era is disappearing by explaining how is the consumer now.
Seth Godin and the purple cow | Brand Utility, another way of thinking marketing and brand content.
Brands may be scared of Social Media , but it's changing business and it's changing consumers. Brands are transparent (whether they're leading the charge on this or their customers are doing it for them). Too many brands are worried about dealing with customer service in Social Media and not worrying about the root of the problem: people are not loving whatever it is that they are selling.
Don't Suck | Six Pixels of Separation - Marketing and Communications Blog - By Mitch Joel at Twist Image
Helge Tenno
- According to Microsoft people have moved on, they have explored and adopted online communication / connected technologies to such a degree that they’re online habits are almost unrecognizable compared to only five years ago.Paul Isakson
There are a lot of people talking about the importance of launching and iterating these days.
The man whom MTV has called "on the forefront of cool," Trendhunter.com's Jeremy Gutsche, will touch down in Ottawa Tuesday night at a local event held by a Burlington-based networking group. The Innovators Alliance will host the Calgary-born Mr. Gutsche – a recognized "trend expert" and author of the book Exploiting Chaos – at an evening event at the Empire Grill. OBJ caught up with Mr. Gutsche prior to his keynote to talk about his top five ways companies can stay innovative during times of change.