Examples of Applying Brand Utility
Brand utility is, essentially, a brand creating *something* useful that is closely aligned with its product that brings an added value to the consumer. For further information, I recommend this great resource for understanding brand utility.
One of the examples mentioned in the above presentation is the Domino’s Pizza Tracker (created by CP+B). In a recent interview, head of interactive production, strategy and business development at CP+B discusses productized marketing (which I consider to be brand utility).
I’m excited to see more brands recognize that their most powerful brand marketing asset is the product – not the marketing message. Because of this shift in strategy, we’re beginning to see more agencies move into the product design and development space. Agencies are no longer confined to crafting the message but also empowered to create both standalone products and enhancements to existing product lines. Since digital is both media and product, it’s an ideal platform to facilitate “productized” marketing. And this means that we’re spending a larger percentage of our days creating tools rather than the ads. I get excited by the idea that I can actually now ‘use’ the marketing we make, not just watch or read it.
Tags: advertising, brand utility, branding, marketing