Who ? Betty Crocker, one of the wellest-known brands created by General Mills, selling cake preparations and other baking ingredients. What’s the utility ? Introduced in 1921, Betty Crocker had quite a long history of trying to help people cook. The first Betty Crocker’s cookbook was introduced in 1950, using charts, photography and extensive data [...]
Categories: EXAMPLES
Tagged: betty crocker, brand, brand utility, ipad app, iPhone app, mobile app, utility, YouTube
“Rethinking the idea of the brand” “You have to reach the next level of branding. The next level is about shifting from an aspirational brand (look at me, look at who I am, look at my status, let me signal it to you) to a meaningful brand that says: “here is how we don’t harm [...]
Categories: QUOTES
Tagged: brand, brand purpose, modern marketing, social mission, Umair Haque, utility
“As a perfectly timed response to this digital is maturing into branded experiences in the form of services, applications and tools: A designed experience being a much more powerful branding tool than psychological storytelling.” Helge Tenno, a wider digital perspective, February 2011.
Categories: QUOTES
Tagged: brand, brand utility, experience, Helge Tenno, insights, modern marketing, utility
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