Brands are increasingly offering useful services and experiences ('utility') as a way to stand out and gain attention. Big data, digital media and technology offer unprecedented opportunity for marketers to develop relevant and convenient services to meet and even anticipate consumer needs. Digital assistants mean brands can now extend themselves further, offering highly localised and helpful utility to consumers.
Definition
Branded utility is the practice of investing in services or experiences that help consumers or add value to their lives.
Key insights
1. Effective branded utility is inspired by the opportunity to serve others
By starting out to solve...