The Useful Brands Playbook

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The Useful Brands
Playbook

A practical look at how organisations can succeed in an era of changing customers, technology and culture.

The Useful Brands Playbook

Available in Print and PDF

Includes: In-depth Global Forrester Research | Interviews with Useful Brands | Brand Playbook

Forrester
Report


A custom study of over 100 marketing & product development decision-makers across major US & UK brands. Revealing how brands are prioritising investments in developing useful digital products and shifting to new organisational models.

Talking Utility
with Brands


Interviews with innovation heads at major brands who are differentiating through a focus on Useful customer experiences. Featuring Virgin Atlantic, Hive by British Gas, John Lewis, Cancer Research UK and Lloyds Banking Group.

Useful Brands
Playbook


A playbook for brands who are looking to create useful products, services and customer experiences. Includes 10 plays, actions and tasks to help brands drive utility through purpose, people and platforms.

Download your free copy

What people are saying

..........
Dave Wascha
“A magnum of knowledge distilled from years of practical experience in creating brand utility. I wish I had it when we set out at Microsoft to battle Google and I'm glad I have it now as we embark on reinventing Travelex.” Dave Wascha, Global Director Digital Products, Travelex

Forrester Research

A custom study of over 100 marketing and product development decision-makers across major US and UK brands.

78%

Of Brands Believed that their Brand API strategy will be more important than their own website or app in the future

43%

of brands have significantly increased spending on innovation, whilst lowering ad and social budgets

67%

of customers chose brands with digital products or services that met their needs

In-depth interviews

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Tom Guy
Tom Guy Product & Commercial Director
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Tim Graham
Tim Graham Technology Innovation Manager
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Paul Coby
Paul Coby IT Director
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Sophie High
Sophie High Head of Innovation
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Taina Uusitalo
Taina Uusitalo Head of Innovation

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About the Authors

John Newbold
John Newbold Co-founder, 383

383 is a customer experience and product design studio. Our mission is to make every organisation in the world more useful to their customers. The Useful Brands playbook is our window into how these organisations can respond to changes in customer behaviour, faster culture and technology.