About the end of "USP" thinking in proposition development, and the re-emergence of brand utility, the original form of marketing.

1. Earning Attention
March 11, 2008
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3. Marshall McLuhan
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5. Media Research PR Mail and Sponsorship Total
Owners other
478 24 7 241 34 774
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9. quot;Nobody reads ads.
quot;Nobody reads ads.
People read what interests
People read what interests
them, and sometimes it's
them, and sometimes it's
an ad.“
an ad.“
--Howard Gossage
--Howard Gossage
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10. Welcome to the brave new world
of Branded Utility, where brands
look to provide a useful service
or a helpful application; to give
people something they actually
need – without demanding an
immediate return. “
Simon Andrews
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11. Most Valuable Most Impactful in my life
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Source: Interbrand Corp, Business Week Aug 2007, Brand Channel Reader’s Choice 2006
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12. Going to delivery
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24. Action Points
Begin participating on Yahoo! Answers One time: 100
Ask a question -5
Choose a best answer for your question 3
No Best Answer was selected by voters on your question Points Returned: 5
Answer a question 2
Deleting an answer -2
Log in to Yahoo! Answers Once daily: 1
Vote for a best answer 1
Vote for No best answer 0
Have your answer selected as the best answer 10
Receive a quot;thumbs-upquot; rating on a best answer that you
1 per quot;thumbs-upquot;
wrote (up to 50 thumbs-up are counted)
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28. Vasco Sommer-Nunes, mokono GmbH
1. Respect
Number one learning was that we needed to respect blogs as a personal space.
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2. Participation over interruption
Don`t interrupt what the user is doing with an ad. Rather, create an environment which
the user has a natural interest in partcipating in and voluntarily decides to engage with.
3. Content, not ads
Content is much more likely to fulfill a user need than an ad. People love to talk about
things. Ads rarely trigger a conversation, but conversations drive markets and clients
want to be talked about.
4. Users are ambassadors
With word of mouth being to most influential factor in making a purchase decision and
every 3rd online purchase already being influenced by peer to peer communication,
bloggers provideleverage.
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29. Thank you
Mark Linder
mlinder@wpp.com
+44 774 00 7927
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