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.

1. /////////
THE
BRANDED
UTILITY
by: ben randolph + account director, principal + agency entourageı

2. “Branding has been about cultural
relevance – what we’re saying is that
it’s not so much about relevance as
usefulness. Brand messages need to
be in a useful format.”
Benjamin Palmer
CEO
The Barbarian Group
Source: PSFK www.psfk.com/2006/11/branded_utility_1.html

3. WHAT IS A
BRANDED UTILITY?
BRANDED UTILITIES ARE TOOLS THE CONSUMER USES
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.

4. THE UTILITY SHOULD:
- invoke HAPPINESS
- create RELAXATION
- prove EFFICIENCY
- be SUPPORTIVE
- increase PURCHASES
- inspire SHARING

5. EXAMPLE BRANDED
UTILITIES:
1. PHYSICAL WORLD – MINI COOPER RICKSHAWS
2. MOBILE WORLD – NIKE+
3. ONLINE WORLD – MY GOOD DAYS, BY CDF

6. 1
PHYSICAL
WORLD:
MINI COOPER
RICKSHAW
CLUBMAN LAUNCH, 2008 OLYMPICS, BEIJING, CHINA.

7. 2
MOBILE
WORLD:
NIKE+
NIKE+ RUNNING SHOE + IPOD, R/GA

8. 3
ONLINE
WORLD:
MY GOOD
DAYS, BY CDF
COMMUNITY THAT FACILITATES DISCUSSION, COMFORT + EDUCATION. NUMANTRA

9. O.K. MAKES SENSE.
SO HOW CAN WE DO THIS?

10. BUILD THE
MARKETING INTO
THE UTILITY.
MAKE THE UTILITY SO GREAT, PEOPLE CAN’T
HELP BUT TALK ABOUT IT.

11. RECOMMENDATIONS:
1. UNDERSTAND THE NEEDS AND MOTIVATIONS OF THE AUDIENCE
• DON’T THINK OF THIS FROM THE BRANDS PERSPECTIVE
2. UNCOVER RICH CONSUMER INSIGHTS ON THE BRAND.
• OBSERVE + LISTEN
3. DEVELOP A COMMUNICATION FLOW EARLY.
• TEST AND ROLE-PLAY.
4. FAIL FAST. ITERATE. EXPLORE.
• BECOME A STUDENT
5. LOOK FOR OPPORTUNITIES TO DIFFERENTIATE WITH PARTNERS.
• WHAT COMPLIMENTARY TECHNOLOGIES ARE AVAILABLE?

12. ?
s

13. AE
BEN RANDOLPHı
ACCOUNT DIRECTOR, PRINCIPALı
AGENCY ENTOURAGEı
BEN.RANDOLPH [AT] AGENCYENTOURAGE.COMı