In fact, utility is actually a measure of the relative satisfaction a person gets from consuming something. Since satisfaction is about how much something fulfils your expectations, the utility and brand are inextricably linked.
I wish I could agree with Noah but I must admit I’m a bit pissed by people working in digital consultancies considering brand utility is not only the main purpose of all marketing initiative but also an inextricable brand trait.
This is a major feature for people designing apps and services but for all the other brand offering a mediocre product/service, something you have to force people to take a look at you. People do not only purchase useful brand propositions.
Not all thriving brands are useful.
Are we confusing dreams and reality?
It is just French sarcasm maybe?
Utility has to be advertised.