Branded Utility
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“BRANDED UTILITY”: Em que lhe posso ser útil?
Planeamento Estratégico, MSTF Partners
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“Ask not what your customers can do for you, ask what you can do for your customers.”
- Stan Rapp
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Um breve olhar pela paisagem
Vivemos hoje na sociedade da abundância.
Todos os dias somos bombardeados e interrompidos com milhentas mensagens comerciais.
Abundância de escolha. Abundância de informação.
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Um breve olhar pela paisagem
Vivemos numa constante aceleração, sem tempo para nada, sofrendo de deficit de atenção.
Perante esta realidade, a mudança de estratégia não é uma escolha.
É uma necessidade!
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As Marcas para além de explorarem novos modelos de interacção e colaboração …
… têm que oferecer algo mais.
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Bem-vindos ao admirável novo mundo das “Marcas Úteis”
O CONCEITO
Branded Utility ou Utilidade de Marca:
\bran-dəd\ : \yü-ti-lə-tē\
“Marcas que fornecem uma aplicação ou serviço de utilidade pública geralmente sem exigir o consumo da marca.”
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Exemplos interessantes de
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Nike Plus
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Bugaboo Daytrips
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15 q.b
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Casajax
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American Family
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Home made simple
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Parents Connect
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Metrotwin
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Money Box
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ING Wegwijzer
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Em suma …
… as marcas para além do investimento feito nos formatos tradicionais de comunicação, estão igualmente a criar novas plataformas de relacionamento e envolvimento com o consumidor.
Plataformas geradoras de good-will e de fidelização que não gritam “Compra-me”, mas que tornam o dia-a-dia dos consumidores mais fácil, interessante e útil.
Sejam receitas “by Vitor Sobral” em 15 minutos; mapas com km percorridos e calorias queimadas; portais de oferta e procura de empregadas domésticas ou fóruns de discussão sobre gravidez ou vacinas …
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“Branded utility is about services not messages, about brands embedding themselves in people's daily lives.”
-- Contagious Magazine
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Obrigado.
Sérgio H. Santos, MSTF Partners 2009