Brand utility evangelists
Parlons marketing ! Cette semaine, je vous propose de parler de marketing grâce à cette interview de Brieuc Saffré, l'auteur d'un livre sur un concept très intéressant : la Brand Utility. Brieuc défend une vision différente du Marketing qui va aussi dans le sens d'un changement sociétal et économique. Bref, des choses très intéressantes ! => Qui es-tu ? La Brand Utility pour les nuls
Rethinking the Idea of the Brand - Umair Haque
A great guide about brand utility
“Why does your brand exist ?”
[Translations: Chinese, 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. Of those two, I think consumers earn the greater reward from the wealth hidden in infinite niches. But the long tail is a decidedly mixed blessing for creators. Individual artists, producers, inventors and makers are overlooked in the equation. The long tail does not raise the sales of creators much, but it does add massive competition and endless downward pressure on prices. 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?
Seth Godin and the purple cow | Brand Utility, another way of thinking marketing and brand content.
Are you worried about bad customer reviews online? Don't suck. Social Media won't save you if your products and services are sub-par. Don't Suck
The next evolution of marketing | Brand Utility, another way of thinking marketing and brand content.
Bram De Maesschalck left an interesting comment the other day when we were discussing Branded Utility: I think it could be usefull to consider ‘brand utility’ as something different than ‘branded utility’. ‘Brand utility’ consists of giving your cultural relevancy a place to call home. It’s providing the consumer with a cause (just like ‘in the good old days’) , it’s translating your intangible propositions into the result of something more basic and usefull for society, it’s making a difference instead of just meaning something. It makes meaning the result of something else than our search for meaning. Susanne Piët wrote about consumers living in the penthouse of Maslow’s hierarchy of needs. Brand Utility vs Branded Utility
Connect everything else
Paul Isakson Several years ago I was interviewing at what was then one of the top creative agencies in the world.
Gareth Kay Gareth's five minute Transformer's video is well worth watching.
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. Here's what he had to say: Jeremy Gutsche to bring cool to Ottawa - Local