The document provides a guide to brand utility, which is defined as using a brand's marketing and advertising budget to create a useful promotional service rather than just communication. Some key points made in the document include: 1. Brand utilities can help brands build personal relationships and engage in dialogue with customers in the same way small local businesses once did. 2. Examples of brand utilities include Amazon offering free delivery, Nokia providing silent spaces for phone calls, and Nike giving out running advice and water. 3. For a brand utility to be effective it must fulfill an unmet consumer need and add genuine value rather than just be a form of advertising. The utility should also fit with the brand's core proposition.