Impact branding for the urbanising century
Aggressive urbanisation and middle-class growth have compromised the delivery of appropriate public utility services. Enters Urban Brand-Utility (UBU). UBU is the emerging practice that reframes marketing communications as a catalyst for sustainable development via public-private partnerships and radically innovative use of media.
THE URBAN BRAND-UTILITY CIRCULAR MODEL
Urban Brand-Utility is underpinned by a circular revenue model enabling the creation of shared value. By enhancing, instead of interrupting people's moments, this approach maximises marketing ROI and turns marketing budgets into investment funds.
URBAN BRAND-UTILITY ENDORSEMENTS
I invited Sergio to present his original Urban Brand-Utility concept at AGDA's Design Means Business series. His keynote inspired designers, marketers and business leaders with a transformative approach on how brand communications can add significant value to agencies and cities through the creation of shared value.
Chairman at the Australian Graphic Design Association
I am sure that Urban Brand-Utility will provide some much needed expertise and transformation [in the marketing communications industry] and particularly in generating new business opportunities for infrastructure, development, tech companies and others tendering with cities through an innovative use of media.
Dr. Savvas Verdis
Co-Founder of the Executive Masters in Cities, London School of Economics
URBAN BRAND-UTILITY TAKES THE STAGE
URBAN BRAND-UTILITY WHITE PAPER
Berlin Marketing Journal, Issue 2, 2017