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URBAN BRAND-Utility

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

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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.
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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.
Vincent Lazzara
Chairman at the Australian Graphic Design Association
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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
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Brodsky (2017) argues that the urban infrastructures for many cities have become increasingly stretched, failing to keep pace with their growing populations who [...] 
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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.
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Other academic references
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CONFERENCE PROCEEDINGS
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The Routledge Handbook on Modern Marketing Research; co-authored the Foresight in Marketing chapter
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JOURNAL ARTICLES
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Page 3 UBU article in Berlin Marketing J
Page 1 UBU article in Berlin Marketing J
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Page 4 UBU article in Berlin Marketing J
Page 5 UBU article in Berlin Marketing J
Page 5 UBU article in Berlin Marketing J
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Sergio Brodsky, Smart Futures Stage, Keynote, Pause Fest 2018

Click above to listen

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URBAN BRAND-UTILITY

WHITE PAPER

Berlin Marketing Journal, Issue 2, 2017