The brand utility
Here is an interesting slideshow about the brand utility.
The concept of brand utility is already very important. Few brands or companies understood it. As we saw many times on this blog, the game is not anymore to say « look at my products how good they are ! » but more and more a real « commitment to a relationship« . The 4 keywords used by the author are particulary relevant and give interesting guidelines to think about your brand utility:
Interesting – nothing to add about this.
Creative – do something that wasn’t done before or do it much better (yes your brand logo or name doesn’t change anything).
Helpful – be useful/helpful to save time, money or make the good choices for example.
Interactive – it can create a closer relationship most of the time or create an experience.
