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A little history of brand utility




                      Marwann AL SAADI
                          Brieuc SAFFRÉ
When looking at the past, we notice
that brand utility is not a new concept…




                                     James72 on sxc.hu
From the baker in your street…
abbyyy on flickr




                   …to iPod and iTunes
there are many examples.
Bakers were the firsts to
..understand brand utility.




Bubbels on sxc.hu
..They made their products in order to satisfy
..their customers.




Makiwi on flickr
Duchesssa on flickr




because bakers know their reputation is their
best and unique way to promote themselves
Legomyphoto.wordpress




...and they make their customers happy!
How?
Listening to them




Stuart Stevenson on Flickr
Creating experiences
Giving good advice (recipes, cooking..)




ispap on sxc.hu
Fuzzirella on Flickr



 Their most satisfied clients became
 their ambassadors
And thanks to word-of-mouth and
the good experience they provided,
they brought them new customers.
Then came Industrial Revolution, rural flight
and people looking for jobs in factories…
And many new problems related to it…
Hard works, high-turnover, lower productivity…




Ayearoflego on tumblr
Schneider family managed to handle
...these problems in Le Creusot (France)




Le Creusot
Facilitating life of their factory workers…




Robert Doisneau




 Free access to schools…
Facilitating life of their factory workers…




…health centers
Facilitating life of their factory workers…




..A house for everyone
Results


                                      Brieuc on flickr




Higher loyalty from factory workers
Results


                      Brieuc on flickr




Lower turnover rate
Results


                                     Brieuc on flickr




Good reputation of Schneider across France
Results                                      Number of inhabitants in Le Creusot



40000
                                         38000
35000                                                               Brieuc on flickr
                             32000
30000

25000              25000

20000

15000

10000

          6000                    Number of inhabitants in Le Creusot
 5000

    0
        1846     1875      1900       1920
Henry Ford had the same problems as the
Schneiders….
… he also tried to improve life of his employees
..And also got great results…
..Michelin Brothers
   created a guide
   dedicated to car
   drivers in 1900.

 It was full of tips and
    addresses of car
repairers, doctors and
       curiosities.
..IIt is still a reference guide, used all around the world…




                                             Ulteriorpicture on flickr
..And the experience goes ahead on iPhone…
Sir Hugh Beaver, engineer at Guinness, always
wondered which .from the grouse and the golden
plover was the fastest game-bird.




                             Grouse

     Golden Plover
Victor Hugo Queiroz




And he knew many people like him asked
themselves these kinds of unanswered
questions
He decided to help them a and the
Guinness book of records was born
Nowadays this book is an institution…

                       207,000,000 results!
…and one of the most stolen books in US
…public libraries!
Nealmeister on typepad




Pizzerias appeared
after WWII in the
US: soldiers coming
back from Italy
opened their own
restaurants.
Many pizzerias flourished in the US, providing
..citizens a new kind of cuisine




Pausimausi on sxc.hu
But Tom Monaghan, creator of Domino’s
Pizza, was the first to introduce.
a new concept…
danielygo on sxc.hu




                      Pizza home delivery
Nowadays, pizza
delivery is seen as
a core service of
pizzerias
But at that time it was an isolated initiative of
brand utility!




Iso3200 on flickr
Google and its research services are a good
example of a brand-utility based business model
Information retrieved in an organized
                      and useful way:
         Enhance the user experience
Free and functional search engine,
providing relevant results




modish on sxc.hu
Google went on with other free side services
…and got rewarded for this:
most popular brand in 2010




Millward Brown BrandZ top
Do you remember these programs?
And these?
..An overload of software, codecs and formats
  that got users confused
Gaetanlee on Flickr
Then, Apple released its MP3 player:
 iPod

Jdhancock on Flickr
varmamukul on flickr




..and centralised iPod updates, access to music
stores, multimedia in an easy and useful
software: iTunes.
User experience has been facilitated
Helping to create a community of brand
enthusiasts




Lapommecroquee on Flickr
We came from an era of conversation…
         (From dawn of time to XVIIIth Century)
People

We came from an era of conversation…
         (From dawn of time to XVIIIth Century)
…to an era of mass media...
               (XIXth and XXth centuries)




Mjimages on sxc.hu
…to an era of mass media...
               (XIXth and XXth centuries)



                                            Mass media




Mjimages on sxc.hu




                        People
…and we are now entering the digital
 conversations era.




Zeno77 on flickr
…and we are now entering the digital
 conversations era.
                              Mass media




Zeno77 on flickr




                   Everyone
                     is a
                    media
Legomyphoto




 Brand utility is not new.
But it has to be thought according to
the digital conversations era.
Use social media to be useful, give answers
and advice, improve your products and services.




Wheat Thins
Thank you for
your attention.

And many thanks
to sxc.hu,
flickr.com and
tumblr users for
their cool photos.
marwann al saadi
                             twitter.com/marwannas
                           brieuc saffré
                             brand-utility.com
                             fluid-advance.com
                             slideshare.net/brieuc
bkp550 on flickr
                             twitter.com/_brieuc




 scanblog.com
 twitter.com/scanblog
 slideshare.net/scanblog
 facebook.com/scanblog

                                              July 2010

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A little history of brand utility