What we know about branded utility

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

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...

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Insights Team
Bray Leino

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