Who ?
Negatif plus, a great photo laboratory in Paris.
What’s the utility ?
To help their customers to deal with their photos, they created a Negatif plus YouTube channel to use Photoshop correctly. Indeed, Photoshop is not an easy software to master. I guess many people who want to make up their images can be frustrated. This YouTube channel appears really useful in these situations even if they published only 3 videos until now.
Of course, now you have many examples like this one with YouTube such as the Home Depot channel. It’s particularly interesting for these retailers who have a strong competition with online retailers to use this kind of tools. When they’re correctly managed, these YouTube channels are great tools to get in touch with your customers (and the next ones) and to enrich the experience.
Tagged: branded utility, channel, context marketing, modern marketing, useful, YouTube
- Published:
- February 7, 2011 – 09:52
- Author:
- By Brieuc
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“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.”
Trevor Edwards, Vice President of Global Brand Management, Nike.
Find more on this article from 2007.
Tagged: engagement, ideas, media agency, modern marketing, Nike, quality, service, social media
- Published:
- February 2, 2011 – 11:58
- Author:
- By Brieuc
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- Comments:
Who?
Maruti, the largest car manufacturer in India, partial subsidiary of the Japanese company Suzuki.
What’s the utility?
People who want to buy, sell or exchange their car never really know how much it is actually worth. Maruti has created a website and different outlets to let people do transactions at a real value, so that both seller and buyer benefit from a fair price.
Therefore, a mechanical engineer checks the car on 120 different points, looks for irregularities the owner’s papers and gives a fair price estimate.
Tagged: car, india, maruti, suzuki, true value, useful
- Published:
- January 31, 2011 – 09:53
- Author:
- By Marwann
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- Comments:
What’s really happening? A vicious cycle of hypercommoditization — a global economy where there’s a surfeit of faster, cheaper, bigger, harder, at the expense of a distinct lack of better.
The sum total of millions of man-years of brow-mopping human effort has got to yield a richer harvest than that. So here’s my humble proposition:
Don’t just lower the lowest common denominator. Elevate the numerator. Make it worthier: more meaningful, enduring, significant.
Make stuff that doesn’t just perform in terms of yesterday’s numerators — short-term income, “profit”, shareholder value — but that performs in terms that are longer-lived, that matter more to people, communities, and society.
Umair Haque, director of the Havas Media Lab
The article on Harvard Business Review: The New Calculus of Competition
Tagged: better, competition, innovation, quality, usefulness
- Published:
- January 26, 2011 – 11:52
- Author:
- By Marwann
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