Create Value (the rest will follow)

14Jan07

Branded utility has been tagged as the future of marketing. Originator, Johnny Vulkan defines it as, “Brands being genuinely useful to their customers, employees, suppliers and the people they touch.”

However it has really been transformed since then. Most people are slapping it on anything that blends function and branding. The success of this concept will not be in branding functional or useful things, but providing real value to the user. Start by focusing on how to create genuine value for the user and then integrate the brand. In a world where we can pick and choose what we consume the only thing that matters is how can you add value to my life. Until then why would I want to engage?

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