On November 19th, 2015, I gave a presentation on the first UBX Conference in Munich. This was a special experience! My thanks go out to the Virtual Identity team for making this possible. The introduction of the talk: "Ingmar de Langeis is a strong believer that marketing in the digital age is about usefulness and branding should be more utilitarian. In his presentation he will talk about 'How to create brand utility' (www.brandutility.net). He already helped many brands in this respect."

1. how to be useful?
ingmar de lange / mountview.nl
@idelange

2. how do we avoid this?

3. 1. user
2. brand
3. journey
4. organization

4. focus.

5. 1. user
2. brand
3. journey
4. organization

6. let’s start with a classic.

7. think about what people do.
runshoe

8. ability
make them do it better.
motivation
run

9. ability
remove friction they experience.
motivation
run

10. there is always friction.

11. ability
make it seamless for them.
motivation
run

12. seamless is key for utilities.

13. seamless changes industries.

14. the possibilities are endless.

15. focus on what people do.
make that seamless.
in short: user.

16. 1. user
2. brand
3. journey
4. organization

17. approach your brand differently.

18. 1 2
why do people use your brand?

19. price speed
this is amazon.

20. its organization is aligned to these values.

21. its advertising budget was used for free delivery.

22. it offers fast purchases…

23. and even faster purchases…

24. and even fasterrrr purchases…

25. 1 2
why do people use your brand?

26. how to attract attention with your utility?

27. make your utility spectaculair.

28. -
!
there are three kinds of utilities.
+

29. -
!
your utility should be here.
+

30. tesla has spectacular brand utilities.

31. tesla has spectacular brand utilities.

32. 32
in short: brand.
simple spectaculair

33. 1. user
2. brand
3. journey
4. organization

34. don’t try to do everything well.
customer journey

35. which part has the most friction?
customer journey

36. uber found a pain point.

37. focus your utility on this part.

38. use existing utilities for the other parts.

39. then grow your utility!
reach depth

40. use data for this.
i

41. grow your reach.

42. grow your depth.

43. create a positive lock-in.

44. focus on friction.
use other utilities.
extend reach and depth.
in short: journey.

45. 1. user
2. brand
3. journey
4. organization

46. so many ideas, where to start?

47. 47
focus on the 20% where you can make a difference.

48. 48
start with 6 months and the budget of 1 campaign.
1

49. 49
start small, but scalable.

50. 50
act like a corporate garage.

51. 51
where is the main bottleneck?
people culture
tools budget

52. pick your battles.
act like a start-up.
know your bottleneck.
in short: organization.

53. thank you!
ingmar de lange
ingmar@mountview.nl
@idelange