Influx Insights Tag Feed: brandutility

moving beyond nike+ - another example of brand utility

Influx Insights — 2008-07-29T17:55:10Z

It's become rather annoying that for all the fans of the concept of brand utility, Nike Plus has been the only great example of the idea in action.

How about of Oil of Olay?

According to Business Week.

"With her soothing voice, the site's narrator walks you through a series of engaging questions about your skin. What are your habits and goals? What problems are of concern? The experience is simple yet conveys a deep understanding of the myriad factors that make up your specialized needs. Analyzing your responses, the system quickly assembles a tailored set of recommendations for a regime that is designed to meet your age and stated desires. I found myself wishing that all retail encounters could be this easy and fulfilling.

Olayforyou.com provides a calming, easy way to receive a credible consultative experience without ever leaving your own home. P&G now offers a beauty service. Through menu choices that indicate your interests and skin issues, Olay marketers are able to start a new type of dialogue while collecting important data on users that can be more informative than expensive market research. Consumers can opt to have Olayforyou.com send a personalized skin-care regime profile by e-mail."

It looks like with P&G there's a new case study to add to the brand utility story.

Posted by Ed Cotton

is now the time for real brand utility?

Influx Insights — 2008-06-13T03:46:35Z

The quadruple threat of rising gas, escalating food prices, the downturn home values and less available credit, puts a very interesting complexion on the future of consumption in the US.

The carefree spending days are over, at least for the moment, but are brands prepared to step-up and deliver the really useful stuff in these trying times for consumers?

It’s obviously early days, but “value’ is going to return in a seriously big way.

We will see it in all kinds of categories especially retail with Wal-Mart leading the charge, but expect others to follow and rapidly expand and promote their own private label offerings.

Some utility like functionality from brands that we might see:

Banks step up and help their customers budget plan more effectively.

How about home improvement and garden centers educating their consumer base on how to grow their own food? Anyone ready to become the champions of the urban farming movement?

Gas companies informing their customers on the ways to increase the gas mileage of their vehicles.

Video rental companies making suggestions for alternative forms of entertainment in the home and perhaps partnering with take-out chains and perhaps television networks to create interesting promotions.

It’s inevitable some categories will not be able to re-configure their offering around the new normal; luxury, travel and the more upscale restaurant chains might find it difficult, but for many, there’s a great opportunity to step-up and deliver a much needed utility.

Look for new web-based tools that allow consumers to plan their spending, their food budgets and gas mileage.

Now might also be the time for interesting new budget planning services like Mint to really take off.

Posted by Ed Cotton

nike plus resolutions

Influx Insights — 2007-12-30T20:42:44Z

R/GA's Nike+ site, although created in 2005, has been much heralded this year as the gold standard in "Brand Utility".

It has been the marker to judge this new hybrid world between the banner and the website, sadly, nobody, not even R/GA has come close to the excellence of the Nike site.

So, while we wait for another contender, it's worth taking a look at what's happening on the Nike + site today.

Interestingly, in common with every diet product and fitness center, Nike + is now in full resolution mode.

The site is allowing its users to upload their resolutions, to track them and send notes and encouragement to others making resolutions.

It's a great example of the dynamics of the site and how the experience can be flexible enough to respond to short-term needs like New Year's resolutions.

Posted by Ed Cotton