I love marketing. I hate marketing.
Marketing can be annoying as hell. But it can also be meaningful and authentic. It can do nice things. Even good things. The brand utility is an example. With this guide, I hope to inspire brands to do good.
I made it quite extensive as I give you many examples of how things can be.
Not every case is a perfect example, many are merely a first step. Please look at the diversity of the all approaches, the ambition they represent and, most importantly, the next steps they can take.
Ingmar de Lange