Posts in category

Inspired Ideas


Last week I had the pleasure to present alongside the wonderful Avinash Kaushik (@avinash), a fellow fan of utility marketing (less shouting, more helping) and fellow detractor of ‘engagement’ (“engagement is not a metric, it’s an excuse“) at Syzygy‘s Digital Innovation Day in Frankfurt on real-time marketing. Avinash used his elegant and audience-centric STDC (see-think-do-care) alternative to the traditional AIDA model of …

0 14

We all want the best quality bang for our buck – it’s what consumer psychologists call “value maximisation“.  Value maximisation is arguably the most important, and most central concept to understanding what guides consumer behaviour (without it, very little consumer behaviour makes any sense at all).  And digital helps consumers value maximise by providing more information and …

0 2

Making good on the retailing truism that “If it has a barcode, Amazon will kill you” Amazon has soft-launched a competition killer in the form of a new smart shopping wand called Dash.  Simply wave the free WiFi wand at a product, and abracadabra, it’ll be added to your Amazon shopping cart, ready for you to …

1 2

The flight’s not full and you can pay a little extra for the seat next to you to be empty. Smart for airlines, smart for travellers.  Airlines that have signed up for Optiontown, a site selling add-on infight options for a range of (mostly) low cost airlines, including Scandinavian Airlines (SAS), Air Europa, Air Asia. AeroMexico, and …

0 6

Should luxury brands do brand utility?  Hermès thinks so. No longer do you have to watch Basic Instinct to know how to tie a Hermès silk scarf knot – there’s a new Hermès app for that… Not just for Christian Greys of the world, the Hermès Silk Knots app shows owners of the famous French carré a myriad of …

0 2

Brand Utility + Wearable Tech = Match Made in Heaven? Checkout the video below of Nissan’s new Nismo smartwatch unveiled for this month’s Frankfurt Motor Show. Mashable thinks the Nismo smartwatch is “pretty cool“. We think the smartwatch is like something out of the early 80s’ Knight Rider TV Series. But the important question is ‘what problem does this …

1 0

Of course, brands need to be useful – solve peoples problems – but should digital marketing be useful too?  We think so – we’re fans of branded utility – marketing designed to serve and support people rather than merely interrupt people. So here is another set of 20 examples, taken from PHD’s Anjali Ramachandran wondrous – if …

0 4