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i love marketing. i hate
marketing. ! marketing can be annoying. but it can be meaningful as well. it can do nice things. even good things. ! the brand utility is an example. i hope this extensive guide inspires brands to do good. ! i originally wrote it in 2010. this is a new, updated version. ! ingmar
in the old days, marketing
made sense. take a bakery in a small village. ! the baker had a personal relationship with his customers. there was a daily dialogue between them. there was a shared context, everyone lived in the same village. it was a special experience to visit the bakery.
the industrial revolution disrupted marketing.
the bakery turned into a factory, the village became a city. ! the factory had no relationship with its customers. there was no dialogue between them. city life was anonymous, there was no shared context. it was just about the product, there was no experience.
now marketing goes back to
basics. big brands behave like little bakeries. ! they initiate personal relationships with their customers. their marketing is less about sending and more about dialogues. they create shared contexts with their customers. they do not only oﬀer products, but brand experiences as well.
high involvement low 2. book
tickets remove frustration 1. make plans support aspiration 3.arrange practicalities remove irritation 4. share pictures support fun negative positive …for a brand utility, the involvement diﬀers per step…