The Branded Utility

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Branded utilities are the tools that consumers use to connect to your brand. For brands to remain relevant in our lives today they have to provide functional utilities that deliver the brand message and create a useful dialogue.

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The Branded Utility

  1. 1. /////////THEBRANDEDUTILITYby: ben randolph + account director, principal + agency entourageı
  2. 2. “Branding has been about culturalrelevance – what we’re saying is thatit’s not so much about relevance asusefulness. Brand messages need tobe in a useful format.”Benjamin PalmerCEOThe Barbarian GroupSource: PSFK www.psfk.com/2006/11/branded_utility_1.html
  3. 3. WHAT IS ABRANDED UTILITY? BRANDED UTILITIES ARE TOOLS THE CONSUMER USES TO CONNECT TO YOUR BRANDFor brands to remain relevant in our lives today they have to providefunctional utilities that deliver the brand message and create a usefuldialogue.
  4. 4. THE UTILITY SHOULD:-  invoke HAPPINESS-  create RELAXATION-  prove EFFICIENCY-  be SUPPORTIVE-  increase PURCHASES-  inspire SHARING
  5. 5. EXAMPLE BRANDEDUTILITIES:1. PHYSICAL WORLD – MINI COOPER RICKSHAWS2. MOBILE WORLD – NIKE+3. ONLINE WORLD – MY GOOD DAYS, BY CDF
  6. 6. 1PHYSICALWORLD:MINI COOPERRICKSHAW CLUBMAN LAUNCH, 2008 OLYMPICS, BEIJING, CHINA.
  7. 7. 2MOBILEWORLD:NIKE+ NIKE+ RUNNING SHOE + IPOD, R/GA
  8. 8. 3ONLINEWORLD:MY GOODDAYS, BY CDFCOMMUNITY THAT FACILITATES DISCUSSION, COMFORT + EDUCATION. NUMANTRA
  9. 9. O.K. MAKES SENSE.SO HOW CAN WE DO THIS?
  10. 10. BUILD THEMARKETING INTOTHE UTILITY.MAKE THE UTILITY SO GREAT, PEOPLE CAN’THELP BUT TALK ABOUT IT.
  11. 11. RECOMMENDATIONS:1.  UNDERSTAND THE NEEDS AND MOTIVATIONS OF THE AUDIENCE •  DON’T THINK OF THIS FROM THE BRANDS PERSPECTIVE2.  UNCOVER RICH CONSUMER INSIGHTS ON THE BRAND. •  OBSERVE + LISTEN3.  DEVELOP A COMMUNICATION FLOW EARLY. •  TEST AND ROLE-PLAY.4.  FAIL FAST. ITERATE. EXPLORE. •  BECOME A STUDENT5.  LOOK FOR OPPORTUNITIES TO DIFFERENTIATE WITH PARTNERS. •  WHAT COMPLIMENTARY TECHNOLOGIES ARE AVAILABLE?
  12. 12. ?s
  13. 13. AE BEN RANDOLPHı ACCOUNT DIRECTOR, PRINCIPALı AGENCY ENTOURAGEı BEN.RANDOLPH [AT] AGENCYENTOURAGE.COMı

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