Alongside Benjamin Palmer of the Barbarian Group, Johnny Vulkan of New York agency Anomaly has been developing his thoughts too on the concept of Branded Utility. As part of our search to understand this emerging theory, we asked him for his angle.

Johnny, how would you define Branded Utility?

Brands being genuinely useful to their customers, employees, suppliers and the people they touch.

We spoke yesterday to Benjamin and he told us a story that when you met in a bar a while back, you realized that you were both thinking about the concept of Branded Utility that you both seemed to have coined the phrase too! Where did your inspiration come from?

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