Ok Seth Godin can rub more than a few of us the wrong way with his overt self-promotion but this TED speech has substance. He preaches about the power of embracing a movement. For any marketer seeking the new-way to walk, this is a must watch.
Post by Thane Calder, May 23rdPosts Tagged ‘useful branding’
At CloudRaker, our mantra is to build unique and useful strategies for brands. We aim to get consumers to truly engage with brands; to develop a meaningful relationship with brands. It’s about telling stories that reflect a brand’s DNA and that will be relevant to consumers’ day-to-day.
Working with these ideas in mind, I wonder if the “useful” factor (as I call it) could be considered an evolution of the old well-known Unique Selling Proposition? A benefit that is no longer based on a product’s attributes but rather on a tangible experience in our consumers’ life?
Let’s take the NY Times Free archives as an ed useful purpose. The brand instantly offered a useful service to consumers – free access to its archives. Consumers who may not have visited the site before were now doing so because it could benefit their day-to-day lives. Being useful became the NY Times’ USP.
Post by Isabelle Quevilly, Apr 22nd“Until March 15, a subway transfer in Brooklyn can also be a quick lesson in modern art history. For MoMA, New York City’s modern and contemporary art museum, happycorp replaced every ad space in the Atlantic Avenue/Pacific Street station with reproductions of works from its permanent collection, transforming a grimy New York subway into an interactive art exhibit.” Visit Creativity Online for more images and information.
The museum’s latest graphic identity was developed with Scher and Pentagram.
Post by Marie-Eve Best, Feb 17th 
Before your next plane ride, get one of these. Like most of Burton’s gear, the Sleeper hoodie looks and feels great but there’s a lot more to it than just cotton and a zipper. Among the many clever features are a built-in iPod pocket, an earplug compartment, a passport and ticket pocket, a pull down eye mask to block out the light and (this is the best part) a built-in inflatable neck pillow in the hood!
Burton gets a big CloudRaker high-five on this one because they created a product that embodies our obsession with useful branding — it is unique and practical, and that’s what gets people talking.
Post by Jean-Sébastien Monty, May 8thRefreshing your content, please wait...
