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iMedia UK --  Brand Utility -- Mark Linder
 

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.

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 iMedia UK -- Brand Utility -- Mark Linder Presentation Transcript

    • Earning Attention March 11, 2008 1
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    • Marshall McLuhan 3
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    • Media Research PR Mail and Sponsorship Total Owners other 478 24 7 241 34 774 5
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    • 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
    • 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
    • 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
    • Going to delivery 12
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    • 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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    • 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
    • Thank you Mark Linder mlinder@wpp.com +44 774 00 7927 29