Bernard Mariette tells us a fantastic story : his own life. He was supposed to become fighter pilot, then he worked for L’Oréal, he founded Quicksilver and finally Coalision. He insists on the fragility of our world and resume with a very relevant quote about the current situation of our world. “We buy, with money [...]
Categories: QUOTES
Tagged: brand purpose, brand utility, engagement, modern marketing, quote, social mission, utility
Jeremy Bullmore, respected thinker of WPP, answering to a reader of Campaign magazine, said such things about brand utility: Branded Utility may be a shiny new phrase, but what it describes is as old as marketing. And I don’t mean that dismissively: it’s always been a good idea. About 70 years ago, I was an [...]
Categories: QUOTES
Tagged: brand utility, branded utility, bullmore, campaign magazine, definition, jeremy bullmore, not new, quote
“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
“Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what [...]
Categories: QUOTES
Tagged: brand utility, branded utility, innovation, quality, quote, service, useful, utility
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