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The Brands That Are Winning By Matt Britton (Millennials, Gen Z)

Name: The Brands That Are Winning By Matt Britton (Millennials, Gen Z)
Uploaded: 2018-10-17T21:53:46Z
Channel: Matt Britton
Description: Matt Britton argues that the most valuable contemporary brands are "utilitarian brands" that provide consumers access to desired products, services, or…

17 Oct 2018

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Matt Britton argues that the most valuable contemporary brands are "utilitarian brands" that provide consumers access to desired products, services, or information. He notes that top global brands are not preference-driven (e.g., Hershey, Ford, Coca-Cola) but instead companies offering access—telecoms (Verizon, AT&T), information (Google), and access to the world (Apple).

Utility is defined the everyday brand. When I look at the top 10 brands that most valuable that was recently announced, what really is fascinating to me is you don't see a Hershey's Chocolate or Ford Motors or a Coca Cola. You don't actually see brands where brand preference actually matters. Am I going to have Coke or Pepsi? Brands that are winning are the brands that actually provide access to the stuff that consumers want, whether it's data through Verizon or AT&T, or whether it's access to knowledge and information through a Google or access to the world through an Apple or those are the brands that are actually winning. Utilitarian brands.