jamesdeakin.com

What really makes you feel all warm and fuzzy about a brand? Entertainment value is a wonderful thing but to deliver that well usually costs a lot in terms of content and effort. If a brand sponsors something truly useful you will make use of it.

Take a look at google. They don’t really market themselves, they don’t need to. Nearly everyone on the web makes use of at least one of their services everyday. They just become associate with getting stuff done. Shouldn’t other brands be thinking the along the same lines. Ok I know that googles whole business is about delivering online services and deriving revenue from them. So if your trying to sell beer or sports wear it might seem like an odd way to go. Find a need that your users have and spend some of your marketing money helping them to answer it and it think your onto a good thing.

I’ll take use value over entertainment value 80% of the time and I’m guessing that other people think the same way.