imedia uk -- brand utility -- mark linder
DESCRIPTION
About the end of "USP" thinking in proposition development, and the re-emergence of brand utility, the original form of marketing.TRANSCRIPT
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Earning Attention
March 11, 2008
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Marshall McLuhan
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Sponsorship
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Mail and other
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TotalPRResearchMedia Owners
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"Nobody reads ads.People read what intereststhem, and sometimes it's
an ad.“
--Howard Gossage
"Nobody reads ads.People read what intereststhem, and sometimes it's
an ad.“
--Howard Gossage
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Welcome to the brave new world of Branded Utility, where brands look to provide a useful service or a helpful application; to give people something they actually need – without demanding an immediate return. “
Simon Andrews
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Source: Interbrand Corp, Business Week Aug 2007, Brand Channel Reader’s Choice 2006
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Most Valuable Most Impactful in my life
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Going to delivery
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Vasco Sommer-Nunes, mokono GmbH
1. RespectNumber one learning was that we needed to respect blogs as a personal space.
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2. Participation over interruptionDon`t interrupt what the user is doing with an ad. Rather, create an environment which the user has a natural interest in partcipating in and voluntarily decides to engage with.
3. Content, not adsContent is much more likely to fulfill a user need than an ad. People love to talk about things. Ads rarely trigger a conversation, but conversations drive markets and clients want to be talked about.
4. Users are ambassadorsWith word of mouth being to most influential factor in making a purchase decision and every 3rd online purchase already being influenced by peer to peer communication, bloggers provideleverage.
