This presentation borrows heavily from Jay Baer's Youtility, so I want to give him his proper due here.

1. Brand Utility: Creating
Usable Marketing Experiences

2. Once upon a time

3. Top of mind awareness

4. Frame of mind awareness
Reaching potential customers when they are in an active
shopping and buying mode.

5. Current accepted dynamics

6. New ways of thinking
The traditional view is that marketing is
essentially about responding to buyer needs,
and doing so will create competitive advantage.
Mounting evidence, however, suggests that
marketing does much more. It educates buyers
and significantly shapes the nature of
competition.
-Kellogg on Marketing, 2010

7. Researchers trying to understand
• How a customer discovers information
• What their consumption preferences are
• What motivates them to take action

8. Customers are ninjas
We used to talk to a
real person as a first
step; now it’s the
last resort.
Customers are
ninjas, stealthily
evaluating you right
under your nose.

9. Friend of mind awareness
To succeed, you prospective customers must
consider you a friend. If you provide them real
value, they will reward your company with
loyalty and advocacy, the same ways we reward
our friends

10. New approach to marketing
• Self-serve information
• Radical transparency
• Real-time relevancy

11. Services vs. Brand Message
"We've been viewing digital as less of a
marketing channel than a place for services…
It's really hard to convey a brand message
through Web ads.” – Stefan Olander, Nike
Global Director of Digital Media, 2008

12. Enter brand utility
Marketing that is so useful, people would pay for it
- Jay Baer, author of Youtility

13. Brand utility: charging
station from Samsung
Not: man sleeping

14. Not to be confused with
brand jeans utility

15. How about a free album?

16. Marketing upside down
Instead of marketing that’s needed by
companies, Youtility is marketing that’s
needed by customers.
It’s massively useful free information that
creates long-term trust and kinship between
a company and its customers.

17. In other words
Stop selling, start helping

18. Examples
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Geek Squad how-to videos
Charmin’s Sit or Squat App
@HiltonSuggests
Phoenix Children’s Hospital Car Seat Helper app
Taxi Mike’s Dining Recommendations
River Pool & Spas
IBM Billboard Umbrellas
Nike+ Fuelband
Fiat EcoDrive
Special K apps and website
J&J babycenter.com
Domino’s Pizza Tracker
Mastercard ATM Hunter https://itunes.apple.com/app/atmhunter/id309754128?mt=8

19. Market Your Marketing