http://www.spotlightideas.co.uk/?p=82 Articles + Resources Mon, 06 Sep 2010 19:08:27 +0000 hourly 1 http://www.spotlightideas.co.uk/?p=82&cpage=1#comment-9 M Sun, 21 Jun 2009 13:11:21 +0000 http://www.spotlightideas.co.uk/?p=82#comment-9 its a paradox. utility conjurs the image of usefulness, and adjectives such as quick, convenient, cheap all come to mind; functions that are "physical". but it can also be argued that emotional aspects are also a brand utility, as the "usefullness" of a brand could be one that caters to the emotions of the user, eg it creates nostalgia, or makes you more beautiful etc. its a paradox. utility conjurs the image of usefulness, and adjectives such as quick, convenient, cheap all come to mind; functions that are “physical”. but it can also be argued that emotional aspects are also a brand utility, as the “usefullness” of a brand could be one that caters to the emotions of the user, eg it creates nostalgia, or makes you more beautiful etc.

]]> http://www.spotlightideas.co.uk/?p=82&cpage=1#comment-8 Eamon Fri, 04 Jan 2008 13:54:46 +0000 http://www.spotlightideas.co.uk/?p=82#comment-8 Dennis, 'a mash up of brand utility and traditional creative advertising that emerges' - yes, exactly so (how I see it). Have you or anyone else come across any good examples of where / how this has been achieved yet? Dennis, ‘a mash up of brand utility and traditional creative advertising that emerges’ – yes, exactly so (how I see it). Have you or anyone else come across any good examples of where / how this has been achieved yet?

]]> http://www.spotlightideas.co.uk/?p=82&cpage=1#comment-7 Dennis Freire Fri, 04 Jan 2008 06:22:52 +0000 http://www.spotlightideas.co.uk/?p=82#comment-7 Yes, I believe I'm following your reasoning. Likely it will be a mash up of brand utility and traditional creative advertising that emerges as a singular force. Yes, I believe I’m following your reasoning. Likely it will be a mash up of brand utility and traditional creative advertising that emerges as a singular force.

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