imedia uk -- brand utility -- mark linder
DESCRIPTION
About the end of "USP" thinking in proposition development, and the re-emergence of brand utility, the original form of marketing.TRANSCRIPT
1
Earning Attention
March 11, 2008
2
3
Marshall McLuhan
4
5
34
Sponsorship
241
Mail and other
774724478
TotalPRResearchMedia Owners
6
7
8
9
"Nobody reads ads.People read what intereststhem, and sometimes it's
an ad.“
--Howard Gossage
"Nobody reads ads.People read what intereststhem, and sometimes it's
an ad.“
--Howard Gossage
10
Welcome to the brave new world of Branded Utility, where brands look to provide a useful service or a helpful application; to give people something they actually need – without demanding an immediate return. “
Simon Andrews
11
Source: Interbrand Corp, Business Week Aug 2007, Brand Channel Reader’s Choice 2006
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Most Valuable Most Impactful in my life
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
12
Going to delivery
13
14
15
16
17
18
19
20
21
22
23
24
1 per "thumbs-up"Receive a "thumbs-up" rating on a best answer that you wrote (up to 50 thumbs-up are counted)
10Have your answer selected as the best answer
0Vote for No best answer
1Vote for a best answer
Once daily: 1Log in to Yahoo! Answers
-2Deleting an answer
2Answer a question
Points Returned: 5No Best Answer was selected by voters on your question
3Choose a best answer for your question
-5Ask a question
One time: 100Begin participating on Yahoo! Answers
PointsAction
25
26
27
28
Vasco Sommer-Nunes, mokono GmbH
1. RespectNumber one learning was that we needed to respect blogs as a personal space.
.
2. Participation over interruptionDon`t interrupt what the user is doing with an ad. Rather, create an environment which the user has a natural interest in partcipating in and voluntarily decides to engage with.
3. Content, not adsContent is much more likely to fulfill a user need than an ad. People love to talk about things. Ads rarely trigger a conversation, but conversations drive markets and clients want to be talked about.
4. Users are ambassadorsWith word of mouth being to most influential factor in making a purchase decision and every 3rd online purchase already being influenced by peer to peer communication, bloggers provideleverage.