Branded utility is part of a redefinition of advertising. It is about the move away from interruptive 'push' models towards more meaningful ways of connecting. As people become immune to ad clutter or tune out the noise, brands have to work harder than ever for their time and attention. Branded utility offers one way for advertisers to earn a place at the centre of people's lives.
This special report looks at BU activity across the spectrum, including real world case studies, as well as the union of offline and online products and the phenomenal growth of widgets. It highlights the brands that are leading the way, alliances being forged and agencies that are making it their mantra. It guides you through the potential and the pitfalls of this new approach to marketing.
Published by Contagious.
