Branded Utility - The (already happening) future of marketing
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The document discusses the concept of 'branded utility,' emphasizing its role in providing useful and meaningful interactions between brands and consumers. It differentiates between 'branded utility' as a concept and 'branded utilities' as tools that implement this concept, highlighting various examples from different brands. The ultimate goal is to create engagement, increase purchases, and positively impact consumers' lives through genuinely useful and interactive marketing.
![WHAT IS BRANDED UTILITY?
RELATIONAL
“ [Branded Utility] is where the brand creates a commitment
to a relationship. It’s where the brand creates something
useful to you, something that’s a utility in your life. The
consumer will feel more confident with the relationship if
the brand will continue to be part of your life.
”
- Benjamin Palmer – Barbarian Group
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Branded Utility - The (already happening) future of marketing
- 1. BRANDED UTILITY what it is and how it relates to viget
- 2. http://twitter.com/pthei a special thanks to PAUL KOCH
- 3. every presentation needs a few CAVEATS
- 4. A FEW DIFFERENT NAMES • Not quite interchangeable, but very similar: – Branded Utility – Marketing as Service – Marketing with Meaning
- 5. SPLITTING HAIRS • Often used interchangeably, I prefer a distinction between “Branded Utility” and “Branded Utilities”. My definitions: • Branded Utility: An overarching concept focused on providing meaningful marketing that improves people’s lives and adds value to the user • Branded Utilities: Tools and the actual implementation of the overarching concept “Branded Utility”
- 6. the part where i use others to make me look smarter WHAT IS BRANDED UTILITY?
- 7. WHAT IS BRANDED UTILITY? GENUINELY USEFUL “ Brands being genuinely useful to their customers, employees, suppliers and the people they touch. ” - Johnny Vulkan – Anomaly www.psfk.com/2006/11/branded_utility_1.html
- 8. WHAT IS BRANDED UTILITY? RELATIONAL “ [Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to you, something that’s a utility in your life. The consumer will feel more confident with the relationship if the brand will continue to be part of your life. ” - Benjamin Palmer – Barbarian Group http://www.slideshare.net/shuubys/interactive-mobile-marketing-the-new-branded-utility-wave-omnimedia-group-presentation/
- 9. WHAT IS BRANDED UTILITY? INTERESTING “ We’ve got to stop interrupting what people are interested in and be what people are interested in! ” - Axel Chaldecott – JWT http://www.thedrewblog.com/index.php/tag/branded-utility/
- 10. WHAT IS BRANDED UTILITY? CREATIVE “ Advertising becomes less about screaming ‘Beans are good!’ and more about finding ‘100 ways of using beans that your kids will love’…rather than saying ‘our home insurance is cheaper’ why not o≠er an application that allows you to find the real value of your house contents… and use that to drive higher value quotes. ” - Simon Andrews – Mindshare http://simonandrews.typepad.com/big_picture/branded-utility/
- 11. WHAT IS BRANDED UTILITY? HELPFUL “ That is the key on the web. It is very user driven so it is not so much to say ‘let me get my message across’, as saying: ‘what do you want to do?’ Find some things that people want to do and then give it to them and they will take it. ” - Jakob Nielsen – useit.com http://art-bin.com/art/anielsen.html
- 12. WHAT IS BRANDED UTILITY? INTERACTIVE “ A central role of advertising is now to invite interaction… ” - Drew Neisser – Renegade http://art-bin.com/art/anielsen.html
- 14. IT’S AS SIMPLE AS THIS… “ For the same budget and energy as we expend on current forms of advertising, we could be making something more tangible, useful and reusable that plays a more integral part in the consumer's life. ” - Benjamin Palmer – Barbarian Group http://simonandrews.typepad.com/big_picture/branded-utility/
- 15. AND THIS… “ …With the right content and the right approach they can create their own audience – where quality is much more important than quantity. So branded utility sits alongside branded content and brand-curated content as part of the smart brand’s arsenal. ” - Simon Andrews – Mindshare http://art-bin.com/art/anielsen.html
- 16. i get it…but…do you have any EXAMPLES
- 18. these adjectives should permeate branded utilities… GENUINELY USEFUL INTERACTIVE HELPFUL INTERESTING RELATIONAL …but they aren’t the only end goal…
- 19. …the goal is also to invoke and convey brand attributes… invoke HAPPINESS create RELAXATION convey CARE prove EFFICIENCY be SUPPORTIVE
- 20. …and to… catalyze ENGAGEMENT increase PURCHASES attract CUSTOMERS inspire SHARING change THE WORLD =)
- 21. for real this time…some EXAMPLES
- 22. ORANGE: TEXT ME HOME TENT • Orange is a mobile communications company • In time for the 100k person Vale of Avalon Music Festival • With a simple text, your tent lights up
- 23. MINI COOPER: RICKSHAW • 2008 Beijing Olympics – Mini Cooper • Says something about their desired impact on the environment
- 24. NIKE NIKE+ • A runner’s dream come true • Inspires a new way of running, training and interacting with other runners
- 25. APPLE IPHONE APP STORE • Enough said…
- 26. CAMPBELL'S CAMPBELL'S KITCHEN • Grab recipes, coupons, nutrition and wellness info
- 27. DOMINO’S DOMINO’S PIZZA TRACKER • Pizza tracker shows you where your pizza is in the ordering process
- 28. CLOROX CLEANING ADVISOR • Walks you through a step by step Q&A of what you spilled • Outputs the required product and instructions to remove the stain
- 29. JOHNSON & JOHNSON BABYCENTER • A social network for new parents • Useful info for parents and kids from pregnancy to nine years old
- 30. STARBUCKS MY STARBUCKS IDEA • Share your ideas • Vote on others ideas • Influence change in Starbucks
- 31. in case you’re not bored… A FEW ADDITIONAL RESOURCES
- 32. MARKETING AS SERVICE “ Marketers who continually support their customers through the course of life, providing value in each communication, will score big in 2008. The value exchange can take many forms, but only if the marketer understands the needs and aspirations of its target and commits to a genuine dialogue at every point of contact. ” - Drew Neisser – Renegade http://chiefmarketer.com/multi_channel/direct/top_ten_marketing_2008/
- 33. MARKETING WITH MEANING “ For decades we have annoyed them with more than 3,000 ad interruptions per day… But our model of interruption and annoyance is ending, especially due to digital technology. In a world where consumers can choose to avoid our interruptions, in order to survive and thrive, we must create marketing they actually choose to engage with. We call it Marketing with Meaning. ” - Bob Gilbreath – Bridge Worldwide http://www.marketingwithmeaning.com/about/
- 34. IMAGE CREDITS http://cache.gizmodo.com/archives/ http://www.theinsider.com/news/ images/orange_text_tent.jpg 1289497_Apple_Donates_100_000_t o_No_on_Prop._8 http://www.newlaunches.com/archives/ http://arthur.sewanee.edu/sandecb0/ nike_system_coming_to_iphone_plu Projects/iphone.jpg s_gets_wifi.php http://www.healthylivingnyc.com/article/ http://www.dietitians.ca/public/content/ 256 eat_well_live_well/english/ nutritionmonth/2006/sponsor/ campbell.asp http://www.healthylivingnyc.com/article/ http://www.stockdaleco.com/Mfg. 256 %20Logos/Clorox%20Logo.jpg http://store.apple.com/us/product/ http://dayneshuda.files.wordpress.com/ MA368LL/B 2009/05/starbucks-logo.jpg http://www.newlaunches.com/archives/ nike_system_coming_to_iphone_plu s_gets_wifi.php