Branded Utility: PSFK At Columbia
There’s some light posting today as some of the team are at the Future Trends conference in Miami. If you’re not going to see us here, why don’t you come up to Columbia next week to see me talk about the theory of Branded Utility.
Don’t know what Branded Utility is all about? Don’t worry, I don’t know too much either. This week, I’m going to do some homework about the concept and publish the findings on this site.
Basically it’s a theory that suggests that in order for brands to remain relevant in our lives they have to become useful. Check this blog post by Jack Cheng that quotes Benjamin Palmer of the Barbarian Group on the subject.