new, 2014 version!

an intro

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 guide inspires brands to do good.


ingmar de lange

about ingmar
contact ingmar

related blogs (in dutch)


a useful guide to the brand utility
original / 2010 version


kullanisli bir rehber faydali marka
turkish / 2010 version

una guía para lograr construir marcas útiles
spanish / 2010 version


this presentation connects brand utilities to social media:
social media 247



to save this presentation as a pdf or to comment on it, go
to slideshare


(a selection, 2014 version)

Mark van Rossem, Online strategy and innovation at Heineken / Slideshare
Great update Ingmar! I particularly like all the beer references. Maybe add this service?

Amy Hudson / Slideshare
That was lovely. Thank you.

Noushad Abdulrahim / Slideshare
old is gold... and we all will be back to basics... well presented great Job

Holly Barnett, External Communications, Tivoli Software at IBM / Slideshare
Glad I didn't read that as an insomnia cure -- I'd never get back to sleep! Thanks for a great read, and confirmation of what we know in our hearts to be true.

Chalukyan G, Graphic Designer & Design Consultant at Prayag Consulting / Slideshare
Great read! at / Slideshare
Great !!

Linda Schilperoort @burobureau
De nieuwe versie van een mooie gids!

Sebastiaan Berkvens @berkvese
Nice reading!

Cor Hospes @corhospes
Great updated version. #mustsee

Nathalie Litvine @natalitvine
Brand-utility individuelle,et citoyenne:Génial!

Mark van Rossem @mrossem
The Brand utility deck by @idelange is absolutely a digital marketing classic.

Anne-Marie Delfgaauw @AMD1510
Goede aanvullingen!

Kees klomp @kees_klomp_
Goede slideshare over de brand utility; één van de betekenisvolle basisstrategieën voor bedrijven.

Koert Bakker @koertbakker
Must read for anyone interested in brand utility.

Hans Molenaar @hansmolenaar
Mijn inziens erg goed. Past helemaal in mijn credo don't think ad but add!

SlideShare Today @SlideShareToday
'A useful guide to the brand utility - 2014 version' is the SlideShare of the day

Elliot Mendoza @ElliotMendoza3
Brand Utility is changing the face of marketing, Did you notice the switch?

Thibault HACHE @ThibaultH1
Combine usefulness and promotion, and you've got #Brand Utility. Very insightful presentation

Melanie Hilliard @MHCHIME
#brand utility, broken down

Tara Sturm @taradsturm
A useful guide to the brand utility-- getting back to the basics

Foretagsideer @Foretagsideer
Dagens länktips är mycket läsvärda

jOLE Costigliola @JoleCostigliola
#brandutility: a useful guide. It's worth to have a look!

SlideShare @SlideShare
Marketing has a split personality. The brand utility combines it.

Marco van Heerde @marcovanheerde
Advertising as it should be done!

Candice O'Sullivan @candicepill
Pragmatic yet inspiring

Monier Hervé @HerveMonier
#Mustread, excellents et nombreux exemple

Agence Uzful @uzful
Si vous ne l'avez pas encore lu ;)

Alex Nikolova @aenikolova
Great guide on the brand utility, must read!

FutureLab Blog @Futurelab_Blog
How the Brand Utility Makes Marketing Truly Customer-Centric

Managed for Mimi @managedformimi
What kind of "brand utility" are you striving for?

Anneke Krakers @annekekrakers
Heldere presentatie met super belangrijke content!

Abraun64 @abraun64
Great presentation. Perfect.

Leo van Sister @VanSister
Goed verhaal

Jorrit Kreukniet / LinkedIn
Een vernieuwde 2014 versie. En nog net zo relevant.

Joost Van De Velde / LinkedIn
Couldn´t agree more. Great stuff.

makes sense to me...

Maarten Neeskens / LinkedIn
Great stuff

Jeroen Beelen / LinkedIn
Goede update en het blijft een sterk verhaal!

Sander van Meurs / LinkedIn
Leuk om te lezen

Thomas Van Velthoven / LinkedIn
Meer betekenis creeren als Marketeer: let's share values

How Usefulness Can Go Viral

Lien Desmet @LienDesmet
Great slideshare on how brands should do marketing!

Marketing moet niet beloven, maar doen.

(a selection, 2010 version)

This is a great presentation that makes sense of brand utility. -
Great Presentation -
Really great presentation -
Best and most comprehensive overview of brand utilities -
A look at how brands define and implement the brand utility -
The presentation is worth checking out - PSFK
This makes a lot of marketing books obsolete -
Great examples of brands becoming relevant -
One of my favorite Slideshares of the year -
Excellent slideshare. Must read for marketing professionals -
Another really good write-up on Brand Utility -
Best analysis of Brand Utilities so far -
Nice! -
Great overview of brand utilities, aka marketing as service -
Great stuff on brand utility -
Wow. A Very Usful Guide! -
Nice! -
Nicely put together -
Grootse presentatie over brand utility -
Good ideas once if you can get past the engrish -
Mooie presentatie van Ingmar de Lange van Mountview -
In other words, great presentation! -
Lot's of great examples on brand utility -
Goede, nieuwe presentatie over brandutilities -
Vamos fazer esse tal de marketing servir pra alguma coisa útil -
Een heel duidelijk verhaal over branded utilities -
Sterk verhaal -
I've been preaching this for ages, but no boss listens -
A must see -
Een heel duidelijk verhaal over branded utilities -
Fijne presentatie over brand utilities -
Very valuable piece + decent case presentation on usefulness -
Awesome prez, time to act on it me thinks -
Awesome stuff - Eva Hasson on Slideshare
Very good job - sojib on Slideshare
Simply great little presentation - Adacon on Slideshare
We get you soon to Belgium, Ingmar! - dschyvinck on Slideshare
Great presentation with self-explanatory examples - Noud Steffens on Slideshare
Excited to see more discussion and thought around this - Josh Chambers on Slideshare
Well-done. I thoroughly enjoyed it and agree with your premise 100%. Cheers! - Harold Cabezas
Great overview - koertbakker on Slideshare
Love this! - Mark van Rossem on Slideshare
Great examples and explanation - Jennifer Kim on Slideshare
Great. I have been pushing for service vs advertising in france for 3 year - Jérémy Dumont on Slideshare
Well worth the read. Love it. - More than a little curious
Een erg interessante slideshare ‘gids’ van Ingmar de Lange over brand-utilities - Social Roadtrip
Ingmar de Lange heeft een geweldige presentatie in elkaar gezet - Onstuimig
This is a great presentation that makes sense of brand utility - Trendspotting
Ik geloof in deze visie - Christ Coolen / Adverto
I am a big fan of seeking not merely to interrupt but add value - Francis Anderson
Uber Cool Presentation For Digital Marketers - Being Heardable
Alles over de brand-utility in één gids - Marketingfacts
Een uitgebreide presentatie over dit onderwerp - EURIB
Rating: 9/10 - Creative Social Blog
Great presentation on Branded Utility -
I love the thinking around Brand Utility - Dustin Johnson
Good presentation on branded utilities - Elias Kouloures
Great stuff -
Well done -
A presentation well done -
Sterk verhaal! -
Special #FF - twitter.comgrizzluza
Goed verhaal over Brand Utilities -
Bons exemplos de como as marcas podem prestar serviços -
Amen. Nice find -
DO SOMETHING FOR PEOPLE and you'll never go wrong (great prezo) -
A very useful guide on Brand Utility -
All the concepts are simple and useful - Franco Totti on Slideshare
Great presentation, very informative - Virtual Assistant on Slideshare
thought-provoking presentation - May Bak on Slideshare
Compliments for the wonderful presentation! - Teije Bakker on Slideshare
Great stuff - Mmendo on Slideshare
Merken moeten alleen op social media aanwezig zijn als ze van nut zijn -