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Here are some useful resources on the subject of branded utility:
Technology Weekly - The battleground for 2009: the Branded Utility
IABUK - Branded utilities (and how brands from all sectors engage the social media consumer)
Cubemate, Dan Ng's blog - Five branded utilities (from back when we didn't know what to call them)
Junior Planner I Am - Branded Utility reading
Contagious Magazine - Branded Utility
PSFK - Brand Utility vs. Branded Utility
Neil Perkin - Goodness and Happiness: Why Generosity is the Future of Marketing Strategy
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