La Brand Utility pour les nuls. 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 ? Je suis brieuc, nantais d'origine mais expatrié à Paris. => La Brand Utlity pour les nuls en quelques mots ça donne quoi ? La brand utility désigne un marketing stratégique responsable, cohérent et utile pour l'ensemble des acteurs autour d'une entreprise autrement dit pour ses salariés, ses clients, ses fournisseurs, son environnement sur le long terme. "La brand utility désigne un marketing stratégique responsable, cohérent et utile pour l'ensemble des acteurs autour d'une entreprise" => Est-ce que tu peux nous donner un exemple qui illustre bien cette philosophie ?
"Nous sommes en fin de compte tous devenus des marques"
Rethinking the Idea of the Brand - Umair Haque. A great guide about brand utility. “Why does your brand exist ?” 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.
The result of all this work normally has a lifespan of the average marketing campaign. – about three months. While these sites and apps are expensive to set up, the work to keep these sites running is minimal – hosting and upkeep normally. What is Branded Utility? It’s where the brand creates a commitment to a relationship. Give us an example. OK. Of course there will be crap. Brand Utility, another way of thinking marketing and brand content. Don't Suck. 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. If all you're doing on Twitter is responding to customer complaints... Brand Utility, another way of thinking marketing and brand content. Brand Utility vs Branded Utility. 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. Great addition to the thinking. Helge Tenno. Connect everything else. Paul Isakson. Several years ago I was interviewing at what was then one of the top creative agencies in the world.
A few weeks prior to going out for my full day of interviews, I had met with the head of the department for coffee while on a long weekend getaway. He and I had a great conversation and he was excited to have me talk to some of his team about an opening they were looking to fill. My day of interviews went fairly well, sans one. Throughout this interview, I was grilled about my past experience, which at the time, was largely in account service roles.
I did my best to answer the questions thrown at me, but it was clear to me that my answers were not hitting the mark. A week later I received a call from the HR person at the agency and was given a generic dismissal. At that point, he shared with me what really happened. This experience came up the other day in a conversation regarding my post on how to become a master planner. Personally, I can see how this was valuable in the past. Gareth Kay. Gareth's five minute Transformer's video is well worth watching.
As he says, it feels like some of us have been saying this stuff for a while: that changing perceptions don't really change behavior [but rather the other way around], and that we have to stop saying stuff and start having Ideas That Do. But we still don't have many actual examples, beyond the endlessly overused Nike+, so we need to get it together and strive to get Ideas that Do through.
Not simply brand utilities, but brand behavior in all its various forms Ideas that can be advertised, rather than advertising ideas. Just Do It, so to speak. Ahem. Jeremy Gutsche to bring cool to Ottawa - Local. 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: