Over the last month or so, one of the biggest themes to have emerged from the industry press, blogs and smoking Twitter feeds has been the concept of ‘brand utility’. To consumers / customers / punters, fans & mere mortals – that’s getting benefit and / or value received from a brand offering. And although the concept is nothing new, providing useful brand or content offerings is becoming an essential way to build up strong connections with consumers as part of an overall brand strategy.

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