The Branded Utility

///////// THE BRANDED UTILITY by: ben randolph + account director, principal + agency entourageı

“Branding has been about cultural relevance – what we’re saying is that it’s not so much about relevance as usefulness. Brand messages need to be in a useful format.” Benjamin Palmer

CEO

The Barbarian Group

Source: PSFK www.psfk.com/2006/11/branded_utility_1.html

WHAT IS A BRANDED UTILITY?

BRANDED UTILITIES ARE TOOLS THE CONSUMER USES TO CONNECT TO YOUR BRAND

For brands to remain relevant in our lives today they have to provide functional utilities that deliver the brand message and create a useful dialogue.

THE UTILITY SHOULD: -  invoke HAPPINESS

-  create RELAXATION

-  prove EFFICIENCY

-  be SUPPORTIVE

-  increase PURCHASES

-  inspire SHARING

EXAMPLE BRANDED UTILITIES:

1. PHYSICAL WORLD – MINI COOPER RICKSHAWS

2. MOBILE WORLD – NIKE+

3. ONLINE WORLD – MY GOOD DAYS, BY CDF

PHYSICAL WORLD:

MINI COOPER RICKSHAW

CLUBMAN LAUNCH, 2008 OLYMPICS, BEIJING, CHINA.

1

MOBILE WORLD:

NIKE+

NIKE+ RUNNING SHOE + IPOD, R/GA

2

ONLINE WORLD:

MY GOOD DAYS, BY CDF

COMMUNITY THAT FACILITATES DISCUSSION, COMFORT + EDUCATION. NUMANTRA

3

O.K. MAKES SENSE.

SO HOW CAN WE DO THIS?

BUILD THE MARKETING INTO THE UTILITY.

MAKE THE UTILITY SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT.

RECOMMENDATIONS: 1.  UNDERSTAND THE NEEDS AND MOTIVATIONS OF THE AUDIENCE

•  DON’T THINK OF THIS FROM THE BRANDS PERSPECTIVE

2.  UNCOVER RICH CONSUMER INSIGHTS ON THE BRAND.

•  OBSERVE + LISTEN

3.  DEVELOP A COMMUNICATION FLOW EARLY.

•  TEST AND ROLE-PLAY.

4.  FAIL FAST. ITERATE. EXPLORE.

•  BECOME A STUDENT

5.  LOOK FOR OPPORTUNITIES TO DIFFERENTIATE WITH PARTNERS.

•  WHAT COMPLIMENTARY TECHNOLOGIES ARE AVAILABLE?

?s

AE

BEN RANDOLPHı

ACCOUNT DIRECTOR, PRINCIPALı

AGENCY ENTOURAGEı

BEN.RANDOLPH [AT] AGENCYENTOURAGE.COMı