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Brand Utility - Quick Overview


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This presentation borrows heavily from Jay Baer's Youtility, so I want to give him his proper due here.

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Brand Utility - Quick Overview

  1. 1. Brand Utility: Creating Usable Marketing Experiences
  2. 2. Once upon a time
  3. 3. Top of mind awareness
  4. 4. Frame of mind awareness Reaching potential customers when they are in an active shopping and buying mode.
  5. 5. Current accepted dynamics
  6. 6. New ways of thinking The traditional view is that marketing is essentially about responding to buyer needs, and doing so will create competitive advantage. Mounting evidence, however, suggests that marketing does much more. It educates buyers and significantly shapes the nature of competition. -Kellogg on Marketing, 2010
  7. 7. Researchers trying to understand • How a customer discovers information • What their consumption preferences are • What motivates them to take action
  8. 8. Customers are ninjas We used to talk to a real person as a first step; now it’s the last resort. Customers are ninjas, stealthily evaluating you right under your nose.
  9. 9. Friend of mind awareness To succeed, you prospective customers must consider you a friend. If you provide them real value, they will reward your company with loyalty and advocacy, the same ways we reward our friends
  10. 10. New approach to marketing • Self-serve information • Radical transparency • Real-time relevancy
  11. 11. Services vs. Brand Message "We've been viewing digital as less of a marketing channel than a place for services… It's really hard to convey a brand message through Web ads.” – Stefan Olander, Nike Global Director of Digital Media, 2008
  12. 12. Enter brand utility Marketing that is so useful, people would pay for it - Jay Baer, author of Youtility
  13. 13. Brand utility: charging station from Samsung Not: man sleeping
  14. 14. Not to be confused with brand jeans utility
  15. 15. How about a free album?
  16. 16. Marketing upside down Instead of marketing that’s needed by companies, Youtility is marketing that’s needed by customers. It’s massively useful free information that creates long-term trust and kinship between a company and its customers.
  17. 17. In other words Stop selling, start helping
  18. 18. Examples • • • • • • • • • • • • • Geek Squad how-to videos Charmin’s Sit or Squat App @HiltonSuggests Phoenix Children’s Hospital Car Seat Helper app Taxi Mike’s Dining Recommendations River Pool & Spas IBM Billboard Umbrellas Nike+ Fuelband Fiat EcoDrive Special K apps and website J&J Domino’s Pizza Tracker Mastercard ATM Hunter
  19. 19. Market Your Marketing