Interview with Johnny Vulkan on Being Good
It's almost a year since we started to talk about Branded Utility – a term that suggests that successful brands in the future need to be useful. Since that time we've seen discussion across the blogosphere and even the new marketing magazine Contagious spent much of their recent London conference on the subject. We decided to go back to one of the co-originators of the term and ask how he sees the development of the idea he seeded.
Piers Fawkes: Johnny – congratulations, Branded Utility seems to have become a buzzword over the last 12 months. Are you happy with the success of your idea?