A Recap On Brand Utility

A Recap On Brand Utility

Dutch marketer Ingmar de Lange updates PSFK on what's happened in marketing since 2006.

Piers Fawkes, PSFK
  • 27 may 2010

Back in 2006, our editorial team spent some time focusing on a discussion taking place in the advertising industry about the concept of brand utility. A few years later the idea is still important and I have just returned from speaking at a conference for the Clio Awards where judges were discussing brand utility entries.

Dutch marketer Ingmar de Lange wrote to me today also and said these nice words:

“A few years ago, I read a quote of you saying that pull marketing comes in two forms: entertainment and usefulness. It was one that stuck, and became a main source of inspiration for this presentation on brand utilities.”

The presentation from his company Mountview is worth checking out for folks new to the subject or others who need a recap:


Related PSFK Articles On Brand Utility
Interview With Gabor Vida of Teknision
Interview With Benjamin Palmer of Barbarian Group
Interview With Elizabeth Talerman
Interview With Johnny Vulkan of Anomaly
Interview With Nik Roope of Poke

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