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i love marketing. i hate
marketing.marketing can be annoying as hell. but it can also be meaningful andauthentic. it can do nice things. even good things. the brand utility isan example. with this guide, i hope to inspire brands to do good.i made it quite extensive as i give you many examples of how thingscan be.not every case is a perfect example, many are merely a rst step. pleaselook at the diversity of the approaches, the ambition they representand, most importantly, the next steps they can take.ingmar
rst, there was the era
of craftsmanship.marketing was natural. take a baker and his customers.the baker had a personal relationship and a daily dialogue withthem. it wasn’t just about the product, it was about theexperience - the smell of bread and seeing the baker prepare hisproducts. there was a shared context between the producer andthe customer, because they all lived in the same village and wentto the same church.
then, the era of industrialization
came.marketing became unnatural. the bakery turned into afactory, the village became a town.the factory didn’t have a relationship with its clients. there wasno dialogue between them. it was just about the product, twochoices of bread on anonymous shelves. there was no sharedcontext between the producer and the customer because theylived in a diﬀerent part of town and did not connect in any way.
now, we are in the
marketing era.interestingly, new marketing techniques are not aboutinnovation. they are about going back to basics.brands try to maintain personal relationships with their clients.they are slowly getting used to consumer dialogues. marketeerstry to create experiences by not just oﬀering products, they alsotry to create a shared context with consumers. They want theproduct to be a part of the ‘online villages’ that social mediacreated.
however, brands often forget one
important thing aboutthe baker - the essential part, the question he always askedeach of his customers: what can I do for you?this guide is a about that question.
also, digital technology is an
important driver for the popularity ofthe brand utility. online products and service can now bereproduced at almost zero costs. just like a communication message.this transforms them into a new mass medium.
in other words: marketing can
now offer a freeservice almost as easy as a communicationmessage. as a result, services and messages canblend together.
domino’s pizza shows you the
realtime status of your pizza, from order todelivery. this service was a popular viral, and thus also became a message.
mobile phones are agreat stimulant
as well.brands can now easily bepresent in consumers’daily lives, 24 hours a day.if they can provideadded value.in other words, they haveto oﬀer mobile services.
the same goes for social
media.brands can be a continuous part of consumers’ daily lives,if they can provide social services.also, many online conversations are about sharing usefulphenomena. therefore, brand utilities become importantfor brands wanting to initiate online conversations. thisis the way almost all successful websites become popular.
don’t think small gestures can’t
have a big impact.because these utilities are easy to use and often digital,their usage spreads easily as well.take the popularity of iphone apps as an example. word ofmouth is not only initiated by funny content, but also byuseful, handy things.
in other words: what is
your brand here for? and what are the barriers to do this in an optimal way? knowledge motivatio (etc) ntime lexity location inspiration comp if, for example, the impact of the product greatly depends on the expertise of the buyer, you can oﬀer a service to better cook, drive, design or exercise.
with olay you can get
personal advice on the skin product that best suitsyour needs, which will improve your product experience.
don’t use demographics when you
think about a brand utility. use anactivity. it’s not about who your consumers are. it’s about what they do. running nike nike+ decorating ikea home planner communicating nokia silence booth cooking kraft ifood
nike + beck + smirnoﬀ
+ adidas discover the local hip happenings for you.they’re approaching the ne line between utilities and advertising.
checking this usefulness is quite
simple: would peoplepay to use your utility? (if only a small amount).if so, then you add value.if not, then it’s advertising.(this doesn’t mean you actually have to charge for it).
however, there’s a diﬀerence between
usefulness and involvement.not every brand should be focused on high involvement.what’s important, is that there’s a t between your utility and your brand. Frustration Aspiration high involvement Brand can make Brands can inspire things simpler Sports Assurance Nike+ Nationwide Mobile Irritation Fun low involvement Brands can make Brands make things easier things more fun Toilet paper Beer Charmin Sit or Squad Wieckse Sun Radar original model: negative motivation positive motivation rossiter & percy
nally, its important whether the
service your brand utility provides isactually an authentic part of the brand’s USP. !"#$%&($")*!)"#" that is a service Service that are part +!%)",-")*$"(,%$" part of the brand’s of the brand’s core +%,+,#),. core proposition proposition. !"#$%&($")*!)"#" !".($"$/)%! a service that is a nice extra !"#$%&($")*!)"#" 0,#)12".($ a service that is 3%!.4"!()&!),. nice mostly brand activation
in other words: brand utilities
are notabout apps, technology or brandactivation.they are about providing a real bene tfor promotional purposes, one thatconnects to your USP, in whichever waythat suits your situation best.yes, the ‘what can i do for you’.
but so much for strategy.
what becomes more andmore important is execution: developers of brandutilities should think like entrepreneurs,because usefulness can only be tested in the eld. nd a unmet need.develop a utility and go beta fast.then adjust it. and adjust it again.let it grow organically.when it’s ready, communicate it.
using advertising, a brand utilities’
tipping point can be reached more quickly.growth by advertising growth by brand utility growth byfast growth, but short a a slow growth, but with brand utilitylifespan. a follow-up longevity to reach a + advertisingcampaign is quickly tipping-point, followed by longevity with a tipping-needed. exponential growth. point and periodically a faster growth.