brand utility presentations
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Après l’article d’investigation des Inrocks (concernant le business des faux avis en ligne) et tandis que TripAdvisor vient tout juste de passer le seuil des 50 millions d’avis publiés sur sa plateforme, il est temps aujourd’hui de s’interroger sur la nécessité du partage des avis sur les médias sociaux. De l'utilité des recommandations sociales Après avoir été victime d’un manque de professionnalisme affligeant de la part d’un restaurant sur le quai de Saint-Cloud (voir le billet de Mymy les bons tuyaux à ce sujet), nous avions envie de nous exprimer, chacun à notre façon, pour dire à quel point il est primordial pour les clients et futurs consommateurs, de partager leurs expériences grâce aux médias sociaux. En effet, je ne pense pas être le seul à penser que le web social se doit d’être utile : les recommandations sont une des réponses possibles dans cette quête perpétuelle de l’utilité .
De l’utilité des recommandations sociales | iThink.fr
The idea ecosystem | Brand Utility, another way of thinking marketing.
Most brands getting on social media are reproducing the same things they used to do on TV or radio… They adapt their famous 360° marketing plan and eventually invest in a bigger media plan. Here, Heidi Hackemer gives 3 main parameters for a great idea today (slide 31) : Aim for platforms , a long term commitment to the people who appreciate (or will appreciate) your brand, something which will give a rich experience . These platforms often appear in contexts where a brand can add value , Nike+ , the Diageo Bar or the North Face iPhone app are some perfect examples.To make it simple, just a quick reminder about the definitions of reputation and image for a brand in general. The reputation “is the opinion (more technically, a social evaluation) of the group of entities toward a person , a group of people , or an organization on a certain criterion” , in other words, what people think and say about a brand. I think the brand image is different : it refers to everything a brand says.
Your reputation matters more than your image | Brand Utility, another way of thinking marketing and brand content.
Why talking about “brand content” is useless ? | Brand Utility, another way of thinking marketing and brand content.
For several years, people talk more and more about content and brand content . I think people should be more precise. Content means so many things that you can say anything you want. A TV-spot on YouTube, a CD, a photo on Flickr, even a comment… anything is content ! In most of the cases, content is just an adaptation for Internet of what marketing departments did before. That’s why most of brand contents have no particular objectives , they’re just here to remind what the brands wanted to tell you before but you don’t care.“Content is no longer enough” | Brand Utility
Faris Yakob regularly talks about marketing strategy and brings some great ideas in his presentations . This presentation is particularly interesting concerning the current debate about the brand content . On this blog, we insist on brands who try to be useful , who give exceptional experiences . Faris insists in this way: “From ideas that are content to ideas that create content but… content is no longer enough, new marketing is solving brand problems by solving consumer problems” .
You might have noticed that in our definition of Brand Utility , we prefer to talk about users than customers , when it is about people who benefit from it. We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of a user tends to zero, so why giving the exclusivity of your service to your target? Griffin Farley, in its propagation brief , makes the distinction between aspirational audience and inspirational audience .
Inspirational vs. Aspirational audience | Brand Utility
The Unimportance Of Brands And Why All Good Marketing Content Has Utility - Canalside View
There seems to be a suggestion that there exists a divide between creative content that is useful to people. And creative content that is merely useful to the marketer. Digital content - whether accessed through mobile devices, tablets or PCs - the argument goes, has a monopoly on the former.Connect everything else | Brand Utility, another way of thinking marketing and brand content.
Here is a new Helge Tenno ’s presentation. Connect everything else shows us clearly how the brands should use the Internet and the new technologies in general . The deal is not anymore in buying short term exposure , people do not remember anymore what you’re saying and they don’t look to your ads to decide which product they will buy, they look for what theirs peers say about a product, a service or a situation on Google, that’s why your reputation matters more than your image . I particularly appreciate the way Helge explains the different opportunities and this missing link (slide 3). It’s just the beginning of a new technology and we can invent everything . Until now, most of the brands use the Internet to create attention and awareness, what they did with mass media but that’s not the objective any more :
I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today. The change from ROI to meaning is really relevant and reflects perfectly what we explained in the presentation “What’s the ROI of your mother?” .
The smart brands in the connected age | Brand Utility
24/7 on Social Media | Brand Utility
- it’s not influence, it’s emulation , everyone and everything is connected, as “we humans are not a species of “influential” individuals but emulators” Mark Earls , that’s why inspiration is going so fast. As a conclusion, and as we regularly say on this blog, Ingmar sums up “the key is to add value to this infrastructure, and not approach it as another medium” .On this blog, we constantly try to encourage innovation and brand utility . Here is a presentation I particularly appreciate about how to innovate. The business model canvas is very interesting, have a look and do not hesitate to share your thoughts.
Consider the business model canvas | Brand Utility, another way of thinking marketing and brand content.
The brand utility concept is not only focused on consumers. On this blog, we very often talk here about the business model . This video about the circular economy will probably give you very powerful ideas to rethink it. This new way of doing business can have a huge impact on economy, the environment and in your customer relationship management .
From linear to circular economy | Brand Utility
Brand utility is actually not a new concept. This presentation will provide you a few examples of brand utility seen in the past. From the baker of your street to Apple iPod and iTunes...