Brand utility is actually not a new concept. This presentation will provide you a few examples of brand utility seen in the past. From the baker of your street to Apple iPod and iTunes...

1. A little history of brand utility
Marwann AL SAADI
Brieuc SAFFRÉ

3. When looking at the past, we notice
that brand utility is not a new concept…
James72 on sxc.hu

4. From the baker in your street…

5. abbyyy on flickr
…to iPod and iTunes

6. there are many examples.

7. Bakers were the firsts to
..understand brand utility.
Bubbels on sxc.hu

8. ..They made their products in order to satisfy
..their customers.
Makiwi on flickr

9. Duchesssa on flickr
because bakers know their reputation is their
best and unique way to promote themselves

10. Legomyphoto.wordpress
...and they make their customers happy!

11. How?

12. Listening to them
Stuart Stevenson on Flickr

13. Creating experiences

14. Giving good advice (recipes, cooking..)
ispap on sxc.hu

15. Fuzzirella on Flickr
Their most satisfied clients became
their ambassadors

16. And thanks to word-of-mouth and
the good experience they provided,
they brought them new customers.

17. Then came Industrial Revolution, rural flight
and people looking for jobs in factories…

18. And many new problems related to it…

19. Hard works, high-turnover, lower productivity…
Ayearoflego on tumblr

20. Schneider family managed to handle
...these problems in Le Creusot (France)
Le Creusot

21. Facilitating life of their factory workers…
Robert Doisneau
Free access to schools…

22. Facilitating life of their factory workers…
…health centers

23. Facilitating life of their factory workers…
..A house for everyone

24. Results
Brieuc on flickr
Higher loyalty from factory workers

25. Results
Brieuc on flickr
Lower turnover rate

26. Results
Brieuc on flickr
Good reputation of Schneider across France

27. Results Number of inhabitants in Le Creusot
40000
38000
35000 Brieuc on flickr
32000
30000
25000 25000
20000
15000
10000
6000 Number of inhabitants in Le Creusot
5000
0
1846 1875 1900 1920

28. Henry Ford had the same problems as the
Schneiders….

29. … he also tried to improve life of his employees

30. ..And also got great results…

31. ..Michelin Brothers
created a guide
dedicated to car
drivers in 1900.
It was full of tips and
addresses of car
repairers, doctors and
curiosities.

32. ..IIt is still a reference guide, used all around the world…
Ulteriorpicture on flickr

33. ..And the experience goes ahead on iPhone…

34. Sir Hugh Beaver, engineer at Guinness, always
wondered which .from the grouse and the golden
plover was the fastest game-bird.
Grouse
Golden Plover

35. Victor Hugo Queiroz
And he knew many people like him asked
themselves these kinds of unanswered
questions

36. He decided to help them a and the
Guinness book of records was born

37. Nowadays this book is an institution…
207,000,000 results!

38. …and one of the most stolen books in US
…public libraries!

39. Nealmeister on typepad
Pizzerias appeared
after WWII in the
US: soldiers coming
back from Italy
opened their own
restaurants.

40. Many pizzerias flourished in the US, providing
..citizens a new kind of cuisine
Pausimausi on sxc.hu

41. But Tom Monaghan, creator of Domino’s
Pizza, was the first to introduce.
a new concept…

42. danielygo on sxc.hu
Pizza home delivery

43. Nowadays, pizza
delivery is seen as
a core service of
pizzerias

44. But at that time it was an isolated initiative of
brand utility!
Iso3200 on flickr

45. Google and its research services are a good
example of a brand-utility based business model

46. Information retrieved in an organized
and useful way:
Enhance the user experience

47. Free and functional search engine,
providing relevant results
modish on sxc.hu

48. Google went on with other free side services

49. …and got rewarded for this:
most popular brand in 2010
Millward Brown BrandZ top

50. Do you remember these programs?

51. And these?

52. ..An overload of software, codecs and formats
that got users confused
Gaetanlee on Flickr

53. Then, Apple released its MP3 player:
iPod
Jdhancock on Flickr

54. varmamukul on flickr
..and centralised iPod updates, access to music
stores, multimedia in an easy and useful
software: iTunes.

55. User experience has been facilitated

56. Helping to create a community of brand
enthusiasts
Lapommecroquee on Flickr

57. We came from an era of conversation…
(From dawn of time to XVIIIth Century)

58. People
We came from an era of conversation…
(From dawn of time to XVIIIth Century)

59. …to an era of mass media...
(XIXth and XXth centuries)
Mjimages on sxc.hu

60. …to an era of mass media...
(XIXth and XXth centuries)
Mass media
Mjimages on sxc.hu
People

61. …and we are now entering the digital
conversations era.
Zeno77 on flickr

62. …and we are now entering the digital
conversations era.
Mass media
Zeno77 on flickr
Everyone
is a
media

63. Legomyphoto
Brand utility is not new.

64. But it has to be thought according to
the digital conversations era.

65. Use social media to be useful, give answers
and advice, improve your products and services.
Wheat Thins

66. Thank you for
your attention.
And many thanks
to sxc.hu,
flickr.com and
tumblr users for
their cool photos.

67. marwann al saadi
twitter.com/marwannas
brieuc saffré
brand-utility.com
fluid-advance.com
slideshare.net/brieuc
bkp550 on flickr
twitter.com/_brieuc
scanblog.com
twitter.com/scanblog
slideshare.net/scanblog
facebook.com/scanblog
July 2010