Don't Push 3 - Koen Denolf over Brand Utilities

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Koen Denolf communicatiestrateeg over brand(ed) utilities

Don’t Push is about companies and brands losing the ability to reach their target group in traditional ways.

...or failing to keep them focussed on what you are telling

“Advertising is the price you pay for being boring” (Andy Sernovitz)

advertising gets a social function bring me something that is interesting, relevant.

the technology is at hand

brand(ed) utilities tools that improve people’s daily lives, coming from brands and adding to the total brand experience.

“uit ons Future Talking- onderzoek kwam branded utility naar voren als een van de verwachtingen van consumenten ten opzichte van merken” (Steven Van Belleghem, Insites Consulting)

brand(ed) utilities build relationships

brand(ed) utilities not pushing messages but let people free to make their own choices

brand(ed) utilities incite (inter)action with(in) your target group

brand(ed) utilities a form of content marketing

brand(ed) utilities investment in a long term relationship with your public

brand(ed) utilities agencies become service providers

how to get started? ﬁnd out what people want to do and give it to them

how to get started? make sure there is a link between brand and brand utility

how to get started? tell people about it, preferably in an informative way

how to get started? evaluate and improve

what about ROI ?

engagement

purchases

image and prestige

attract customers

inspire sharing and community building

claim an emotional terrain

and now up to you

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Don't Push 3 - Koen Denolf over Brand Utilities

by markee on May 10, 2010

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Don’t Push 3 - Koen Denolf over Brand Utilities — Presentation Transcript