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.Aim for brilliant one-off tactics, a special event to create the buzz.Don’t settle just for just a campaign, remember it’s a commitment, not a one-night shot. This graph (slide 39) perfectly illustrates how your idea must appear… With all this interesting ideas, you’ll find some interesting tips to find and develop new and relevant ones. Tagged: brand utility, context marketing, engagement, ideas, modern marketing, useful
Britney Spears Builds YouTube Buzz With Super-Short Video Teasers Fans have decided that Britney Spears is good in small doses. The performer's super-short teasers for her new video "Hold It Against Me," seem to be building some buzz and getting her name circulated again. According to YouTube, the teasers have been getting good traffic despite their short length and are building interest for the video's release on Thursday. For instance, a 5-second teaser (embedded below) released on February 4 has gotten close to 2.5 million hits on YouTube so far, despite offering no music and little coherency. The video tease came after Spears released the audio of "Hold It Against Me" back in January, a clip that has so far gotten 5 million views. As YouTube's research indicates, Spears is building a lot of buzz for her next album, which is due in March. What do you think?
Brand utility, the blog 10 business models that rocked 2010 - by @nickdemey (boardofinnovation.com) Things Real People Don't Say About Advertising Feb 3 Submitted by @melissas_cloud. Jan 31 Submitted by brandy gill. Wave 5 the socialisation of brands - report Inspirational vs. Aspirational audience 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. Your aspirational audience is the one who buys your products or services, who helps you to reach your business objectives. So when you believe that your brand should be limited to your buyers, think about other people that could do good to you without buying anything. Tagged: aspirational, audience, brand utility, engagement, ideas, innovation, mobile app, service
Tumblr, shaker à blogueurs Une photo de plantureuse femme nue, un gif animé d’Alice au pays des merveilles, une bande dessinée geek, un clip glamour, un détournement de John Lennon en Harry Potter… Voilà quelques exemples aperçus à un instant T au cours d’une visite dans les avenues de l’ultime capharnaüm virtuel : Tumblr . Cette plateforme de blogs fondée par David Karp à New York en 2007 est, depuis début février, disponible en version française. Non pas que l’interface en anglais ait découragé les internautes français à l’utiliser avant, puisqu’ils sont déjà près d’un million et demi à fréquenter chaque mois les quelque 14 millions de blogs Tumblr répertoriés, et 60 millions au niveau mondial (dont 25 rien qu'aux Etats-Unis). Cela ne fait pas pour autant 1,5 million d’utilisateurs français inscrits au service et produisant du contenu, certes, mais Tumblr séduit clairement un nombre grandissant d’utilisateurs. Le motif peut être dérisoire. Tout n’est pourtant pas si rose, du côté de Tumblr.
The Unimportance Of Brands And Why All Good Marketing Content Has Utility