Instead of bombarding consumers with traditional advertising we can create practical and valuable utilities that enhance people's lives.
This practice is CLARITY agency favorite for it disrupt advertising for the better. The theory, as pioneered by Piers Fawkes of PSFK, represents a significant shift in how companies approach engaging with consumers. Instead of bombarding them with traditional advertising that often gets ignored or even resented, this theory advocates for creating practical and valuable utilities that directly enhance people's lives. By providing genuine value, brands can foster deeper connections with their audience and cultivate long-term loyalty.
One notable example of branded utility is the Michelin Guide, which originated as a way for the Michelin tire company to promote automobile travel by providing reliable information about restaurants and lodging for motorists. Over time, it evolved into a prestigious culinary guide that is trusted by food enthusiasts around the world.
CLARITY Agency's recommendation to apply the Brand As Utility strategy to the EVP project, drawing from the extensive experience of its co-founders in senior positions at international advertising agencies, showcases a forward-thinking and disruptive approach. By proposing a strategy centered around unlocking employees' full potential and fostering their growth, CLARITY aimed to provide a fresh perspective that diverges from traditional methods of employer branding.
Instead of solely focusing on highlighting company benefits, impact, prestige, and knowledge-based aspects, CLARITY's approach prioritized providing tangible utilities that empower employees and contribute to their personal and professional development. Similar to Nike's Run Club, which offers a range of tools such as community support, coaching, route planning, and challenges to empower runners, we suggested creating utilities aimed at talents that could enrich their lives and help them unleash their growth potential.
By shifting the communication strategy from conventional hiring ads and image campaigns to an ongoing dialogue that adds tangible value to employees' lives, we aimed to disrupt the traditional employer-employee dynamic. Rather than passively attracting potential hires, the strategy encourages the brand to actively position itself as a valuable resource that talents actively seek out for the benefits it provides.
By focusing on creating utilities that genuinely benefit consumers, brands can establish themselves as trusted allies rather than intrusive advertisers. This approach not only enhances brand perception but also fosters stronger relationships with customers, ultimately driving long-term success.
Very innovative. Specially if implemented on hiring market.