Who ? Adidas, the football division. What’s the utility ? It looks a lot like Nike+, however, this crazy application is for soccer lovers. You simply put your microship in one of your shoes. Go on the field and it will collect all your data like your total distance, your maximum speed, your number of [...]
Categories: EXAMPLES
Tagged: Adidas, brand utility, context marketing, experience, innovation, mobile app, modern marketing
Who ? Asics, the Japanese brand created in 1949. What’s the utility ? As a main sponsor of the New York marathon, Asics decided last year to support the participants in a clever way and do you know better supporters than your familly and friends? Have a look to the video to see their answer. [...]
Categories: EXAMPLES
Tagged: Asics, brand utility, branded utility, context, context marketing, ideas, marathon, modern marketing
Who ? Ikea, the famous Swedish brand. What’s the utility ? With their great agency Ubi Bene, they created a nap station on the road between Paris, Lyon and then Marseille. Here is the video : It’s particularly clever to try the beds of the brand and it “improves the daily lives” as their claim [...]
Categories: EXAMPLES
Tagged: branded utility, context marketing, experience, ideas, Ikea, insights, modern marketing, relevant, road
“I also suggest that the problem with most [digital] initiatives today is that they are designed as marketing and by that inevitably will be perceived as a cost. If we are to see more money and more innovation being put into the digital and connected activities, we need to start helping companies identify, design and benefit [...]
Categories: QUOTES
Tagged: branded utility, business model, context marketing, innovation, mobile app, modern marketing, quote, utility
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