iMedia UK -- Brand Utility -- Mark Linder

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About the end of "USP" thinking in proposition development, and the re-emergence of brand utility, the original form of marketing.

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iMedia UK -- Brand Utility -- Mark Linder

  1. 1. Earning Attention March 11, 2008 1
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  3. 3. Marshall McLuhan 3
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  5. 5. Media Research PR Mail and Sponsorship Total Owners other 478 24 7 241 34 774 5
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  9. 9. quot;Nobody reads ads. quot;Nobody reads ads. People read what interests People read what interests them, and sometimes it's them, and sometimes it's an ad.“ an ad.“ --Howard Gossage --Howard Gossage 9
  10. 10. Welcome to the brave new world of Branded Utility, where brands look to provide a useful service or a helpful application; to give people something they actually need – without demanding an immediate return. “ Simon Andrews 10
  11. 11. Most Valuable Most Impactful in my life 1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. 7. 7. 8. 8. 9. 9. 10. 10. Source: Interbrand Corp, Business Week Aug 2007, Brand Channel Reader’s Choice 2006 11
  12. 12. Going to delivery 12
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  24. 24. Action Points Begin participating on Yahoo! Answers One time: 100 Ask a question -5 Choose a best answer for your question 3 No Best Answer was selected by voters on your question Points Returned: 5 Answer a question 2 Deleting an answer -2 Log in to Yahoo! Answers Once daily: 1 Vote for a best answer 1 Vote for No best answer 0 Have your answer selected as the best answer 10 Receive a quot;thumbs-upquot; rating on a best answer that you 1 per quot;thumbs-upquot; wrote (up to 50 thumbs-up are counted) 24
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  28. 28. Vasco Sommer-Nunes, mokono GmbH 1. Respect Number one learning was that we needed to respect blogs as a personal space. . 2. Participation over interruption Don`t interrupt what the user is doing with an ad. Rather, create an environment which the user has a natural interest in partcipating in and voluntarily decides to engage with. 3. Content, not ads Content is much more likely to fulfill a user need than an ad. People love to talk about things. Ads rarely trigger a conversation, but conversations drive markets and clients want to be talked about. 4. Users are ambassadors With word of mouth being to most influential factor in making a purchase decision and every 3rd online purchase already being influenced by peer to peer communication, bloggers provideleverage. 28
  29. 29. Thank you Mark Linder mlinder@wpp.com +44 774 00 7927 29

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