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 turns marketing budgets into investment funds.
URBAN BRAND-UTILITY ENDORSEMENTS & CITATIONS
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, LSE
Brodsky (2017) argues that the urban infrastructures for many cities have become increasingly stretched, failing to keep pace with their growing populations who [...]
Die "strategic opportunity is to reframe advertising from the promotion of conspicuous consumption to becoming a regenerative force is the economy of cities", wie es Brodsky (2017) formuliert.
Other academic references
The Routledge Handbook on Modern Marketing Research; co-authored the Foresight in Marketing chapter
Berlin Marketing Journal, Issue 2, 2017