The new “Brand Reality” - Branded Utility

A new buzzword has appeared over the last year that seems to encapsulate what Marketing 2.0 (or 3.0 or whatever you want to call it) seems to promise: useful brands backing useful products and services. This seems to be the primary difference between new school and old school marketing – the shift towards marketing as being a useful, interactive engagement in which the brand experience is cornerstone to the brand. Coined by Johnny Vulcan, partner at progressive NYC agency Anomaly, branded utility refers to, “Brands being genuinely useful to their customers, employees, suppliers and the people they touch.” (via PSFK).

This goes back to two previous posts here on successful engagement marketing where the consumer actually lives inside the brand; a conversation about successful online engagement, and the rise of the Trysumer. Branded Utility can take place in the physical OR the online world.

 Interview with Johnny here.