Koen Denolf, bedrijfsleider en marketingstrateeg van markee en Het Salon vertelde op Don't Push 3 iets meer over de opkomst van brand(ed) utilities: reclametools die het de consument gemakkelijker moet maken. Via brand utilities bouw je relaties op met je klant en doelgroep. Het creëert mogelijkheden voor zowel het merk als de klant, uiteraard zonder die laatste te pushen!

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2. Koen Denolf
communicatiestrateeg
over
brand(ed) utilities

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

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

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

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

8. the technology is at hand

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

10. “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)

11. brand(ed) utilities
build relationships

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

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

19. brand(ed) utilities
a form of content marketing

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

22. brand(ed) utilities
agencies become service providers

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

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

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

27. how to get started?
evaluate and improve

29. what about ROI ?

30. engagement

32. purchases

34. image and prestige

35. attract customers

36. inspire sharing and community
building

37. claim an emotional terrain

38. and now up to you

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