ven if we're not quick to admit it, most of us love brands… However, if asked whether brands actually help us in our lives, most of us would probably not rush to say yes.
Brand Utility is an approach according to which brands can and even should aspire to help people in their lives, whether this applies to a constant brand utility, or a more isolated move.
Much like pictures, examples are worth a thousand words:
Tacso Korea allows customers to go shopping in subway stations. In fact, the subway stations turn into Tacso branches. All this is done using signage only.
Fiat launches a service to help people drive in a "greener" way.
Domino's Pizza launches a tool that enables its customers to track their order on the website in real-time.