Is it useful? Brands should do a simple test when developing marketing solutions
Rohan Lightfoot, Global Client Partner and APAC MD of Isobar, recently shared his view that some of the best performing work from this year’s WARC Prize for Asian Strategy had one thing in common: utility.
The WARC Prize for Asian Strategy showcases Asia's smartest marketing thinking, and highlights breakthrough ideas from across the region. Focusing on strategic thinking and 'clarity of thought', the Prize has an eminent judging panel of client- and agency-side experts, including Isobar’s Rohan Lightfoot.
This focus on brands creating products which were useful for their target audiences was at the heart of the most interesting work that the WARC judges reviewed this year. Rohan commented, “Utility and experience design go hand in hand, because you can’t design great experiences unless you know what your audience needs. This points towards a very simple test for a nascent idea; is it useful?”.
In an article for WARC’s Asian Strategy Report, which examines how strategic ideas are growing brands in Asia, Rohan explored further four examples for Manulife, Tata, HP Lubricants and Elevit.
Read a summary of the report, along with Rohan’s full article here.