December 12, 2006

Three favourite questions

Brand Utility (everyone’s favourite non-internet application brand utility example – Nike Run London)
Brand Spaces (here is the cold room in the Burton Ski shop – brilliant)Sharing,connection and creating with Flickr Toys – here is Billboard creating toy (

You know those kind of question that just get’s the discussion and thinking going. I have 3 current faves.

1. Question - How can the solution to this brand's problem also solve a bigger, more societal problem?"

It comes from Jack Cheng in one of the many brilliant post on psfk about Brand Utility - check out the post here: (a Piers Fawkes presentation on the subject) (nterview With Benjamin Palmer of Barbarian Group) (Interview With Johnny Vulkan of Anomaly) (Interview With Jack Cheng )

2. Question - How can we give consumers a real life experience of our brand?

There is a lot of great examples from the Trendwatching Brand Spaces study here:

I, recently saw a presentation with Communication Planning specialist Jim Taylor where he took us through all the many possibilities in retail communication today. He points out to his current counting in the area with more that 80 in-store possibilities and 20 around the store options. Which is just the known option from established retail chains not counting all the creative possibilities with pop-up shops and so on. It's still an area with a lot of creative and innovative potential.

3. Question – How can we make people share, connect and create?

I know it's the engagement strategy again again. But it's always a great question to ask every time you sit there and think you have solved the business problem with your well functioning overall brand idea and brilliant insights.

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