Here is a very good sum up on how brands must act in the connected age. It shows clearly the old way of doing business is dead, especially concerning the myths of strategy, control, consistency and data. I particularly appreciate this board (slide 46), it introduces perfectly the different changes any marketer must consider today. [...]
Categories: PRESENTATIONS
Tagged: brand content, brand purpose, innovation, insights, modern marketing, relevant, social media
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
Faris Yakob regularly talks about marketing strategy and brings some great ideas in his presentations. This presentation is particularly interesting concerning the current debate about the brand content. On this blog, we insist on brands who try to be useful, who give exceptional experiences. Faris insists in this way:“From ideas that are content to ideas [...]
Categories: PRESENTATIONS
Tagged: brand content, branded utility, engagement, Faris Yakob, insights, modern marketing, relevant, social media
“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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