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
Who ? Delta Airlines, the American airline company. What’s the utility ? To give a better experience to its customers, Delta launched a mobile application which enables anyone to check the last information about a flight, to check-in or to choose your seat in your plane. The most useful function is the bag tracker, discover [...]
Categories: EXAMPLES
Tagged: branded utility, Delta, experience, mobile app, utility
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
You might have noticed that in our definition of Brand Utility, we prefer to talk about users than customers, when it is about people who benefit from it. We believe that Brand Utility should not be limited to people who are likely to buy your product. In the mobile application era, the marginal cost of [...]
Categories: PRESENTATIONS
Tagged: aspirational, audience, brand utility, engagement, ideas, innovation, mobile app, service
Brand Utility (RSS) + Sator-ii theme by Felipe Lavín
