BRANDEDBRANDED UTILITYUTILITYth ( l d h i )the (already happening)future of marketing

PAUL KOCH a special thanks to

http://twitter.com/pthei

CAVEATS every presentation needs a few

A FEW DIFFERENT NAMES

•  Not quite interchangeable, but very similar:

–  Branded Utility

–  Marketing as Service

–  Marketing with Meaning

SPLITTING HAIRS

•  Often used interchangeably, I prefer a distinction between

“Branded Utility” and “Branded Utilities”. My definitions:

•  Branded Utility: An overarching concept focused on

providing meaningful marketing that improves people’s

lives and adds value to the user

•  Branded Utilities: Tools and the actual implementation of

the overarching concept “Branded Utility”

WHAT IS BRANDED UTILITY?

the part where i use others to make me look smarter

WHAT IS BRANDED UTILITY? GENUINELY USEFUL

Brands being genuinely useful to their customers,

employees, suppliers and the people they touch. “

”

- Johnny Vulkan – Anomaly

www.psfk.com/2006/11/branded_utility_1.html

WHAT IS BRANDED UTILITY? RELATIONAL

[Branded Utility] is where the brand creates a commitment

to a relationship. It’s where the brand creates something

useful to you, something that’s a utility in your life. The

consumer will feel more confident with the relationship if

the brand will continue to be part of your life.

“

”

- Benjamin Palmer – Barbarian Group http://www.slideshare.net/shuubys/interactive-mobile-marketing-the-new-branded-utility-wave-omnimedia-group-presentation/

WHAT IS BRANDED UTILITY? INTERESTING

We’ve got to stop interrupting what people are interested in

and be what people are interested in! “

”

- Axel Chaldecott – JWT http://www.thedrewblog.com/index.php/tag/branded-utility/

WHAT IS BRANDED UTILITY? CREATIVE

Advertising becomes less about screaming ‘Beans are

good!’ and more about finding ‘100 ways of using beans

that your kids will love’…rather than saying ‘our home

insurance is cheaper’ why not o≠er an application that

allows you to find the real value of your house contents…

and use that to drive higher value quotes.

“

” - Simon Andrews – Mindshare

http://simonandrews.typepad.com/big_picture/branded-utility/

WHAT IS BRANDED UTILITY? HELPFUL

That is the key on the web. It is very user driven so it is not

so much to say ‘let me get my message across’, as saying:

‘what do you want to do?’ Find some things that people

want to do and then give it to them and they will take it.

“

”

- Jakob Nielsen – useit.com http://art-bin.com/art/anielsen.html

WHAT IS BRANDED UTILITY? INTERACTIVE

A central role of advertising is now to invite interaction… “ ”

- Drew Neisser – Renegade http://art-bin.com/art/anielsen.html

NOW WHAT? cool…but…

IT’S AS SIMPLE AS THIS…

For the same budget and energy as we expend on current

forms of advertising, we could be making something more

tangible, useful and reusable that plays a more integral

part in the consumer's life.

“

”

- Benjamin Palmer – Barbarian Group http://simonandrews.typepad.com/big_picture/branded-utility/

AND THIS…

…With the right content and the right approach they can

create their own audience – where quality is much more

important than quantity. So branded utility sits alongside

branded content and brand-curated content as part of the

smart brand’s arsenal.

“

”

- Simon Andrews – Mindshare http://art-bin.com/art/anielsen.html

EXAMPLES i get it…but…do you have any

CAVEAT sure…just one more

GENUINELY USEFUL INTERACTIVE HELPFUL INTERESTING RELATIONAL

these adjectives should permeate branded utilities…

…but they aren’t the only end goal…

invoke HAPPINESS create RELAXATION convey CARE prove EFFICIENCY be SUPPORTIVE

…the goal is also to invoke and convey brand attributes…

catalyze ENGAGEMENT increase PURCHASES attract CUSTOMERS inspire SHARING change THE WORLD =)

…and to…

EXAMPLES for real this time…some

ORANGE: TEXT ME HOME TENT

•  Orange is a mobile communications

company

•  In time for the 100k person Vale of Avalon

Music Festival

•  With a simple text, your tent lights up

MINI COOPER: RICKSHAW

•  2008 Beijing Olympics – Mini Cooper

•  Says something about their desired

impact on the environment

NIKE NIKE+

•  A runner’s dream come true

•  Inspires a new way of running, training

and interacting with other runners

APPLE IPHONE APP STORE

•  Enough said…

CAMPBELL'S CAMPBELL'S KITCHEN

•  Grab recipes,

coupons, nutrition

and wellness info

DOMINO’S DOMINO’S PIZZA TRACKER

•  Pizza tracker shows you

where your pizza is in the

ordering process

CLOROX CLEANING ADVISOR

•  Walks you through a step

by step Q&A of what you

spilled

•  Outputs the required

product and instructions

to remove the stain

JOHNSON & JOHNSON BABYCENTER

•  A social network for new

parents

•  Useful info for parents

and kids from pregnancy

to nine years old

STARBUCKS MY STARBUCKS IDEA

•  Share your ideas

•  Vote on others ideas

•  Influence change in

Starbucks

A FEW ADDITIONAL RESOURCES

in case you’re not bored…

MARKETING AS SERVICE

Marketers who continually support their customers through

the course of life, providing value in each communication,

will score big in 2008. The value exchange can take many

forms, but only if the marketer understands the needs and

aspirations of its target and commits to a genuine dialogue

at every point of contact.

“

” - Drew Neisser – Renegade http://chiefmarketer.com/multi_channel/direct/top_ten_marketing_2008/

MARKETING WITH MEANING

For decades we have annoyed them with more than 3,000 ad

interruptions per day… But our model of interruption and

annoyance is ending, especially due to digital technology. In a

world where consumers can choose to avoid our interruptions, in

order to survive and thrive, we must create marketing they

actually choose to engage with. We call it Marketing with

Meaning.

“

” - Bob Gilbreath – Bridge Worldwide http://www.marketingwithmeaning.com/about/

JOSH CHAMBERSJOSH CHAMBERSTHANKS FOR READING

• Work: http://viget.com/engage• Personal: http://joshchambers.com• Twitter: http://twitter.com/joshchambersp j

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