I love marketing.
I hate marketing.
Marketing can be annoying.
But it can be meaningful as well.
It can do nice things.
Even good things.
The brand utility is an example.
I hope this extensive guide inspires brands to do good.
I originally wrote it in 2010.
This is a new, updated version.
2. i love marketing.
i hate marketing.
!
marketing can be annoying.
but it can be meaningful as well.
it can do nice things.
even good things.
!
the brand utility is an example.
i hope this extensive guide inspires brands to do good.
!
i originally wrote it in 2010.
this is a new, updated version.
!
ingmar
4. in the old days, marketing made sense.
take a bakery in a small village.
!
the baker had a personal relationship with his customers.
there was a daily dialogue between them.
there was a shared context, everyone lived in the same village.
it was a special experience to visit the bakery.
5. the industrial revolution disrupted marketing.
the bakery turned into a factory, the village became a city.
!
the factory had no relationship with its customers.
there was no dialogue between them.
city life was anonymous, there was no shared context.
it was just about the product, there was no experience.
6. now marketing goes back to basics.
big brands behave like little bakeries.
!
they initiate personal relationships with their customers.
their marketing is less about sending and more about dialogues.
they create shared contexts with their customers.
they do not only offer products, but brand experiences as well.
63. EXPERIENCE
the experience
is added value
SERVICE
PRODUCT
COMMODITY
added value is
the experience
digital brands are successful with a functional differentiator.
85. high involvement
low
2. book
tickets
remove
frustration
1. make
plans
support
aspiration
3.arrange
practicalities
remove
irritation
4. share
pictures
support
fun
negative
positive
…for a brand utility, the involvement differs per step…