For the first stop of our search to find out more about Branded Utility we called Benjamin Palmer of the progressive digital shop Barbarian Group based in Boston. It’s his quote about Branded Utility in an Advertising Age article that gave us the inspiration to explore the idea.

Where did the concept of Branded Utility come from?

Initially the idea came from two ways: Firstly, the production side – in terms of how much work we put into an interactive experience: whether that was a game, a microsite and so on. This can be a copious amount, in fact as much work as you would put into writing a software application. The result of all this work normally has a lifespan of the average marketing campaign. – about three months.

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