Everything is rentable and needs based marketing

We have long been referred to as a throw away society but now are we becoming more of a dip in and out society?  This months Wired magazine got me thinking with their feature on ‘Why own your life when you can rent it’  Pretty much everything you need can be rented or used on a impermanent basis: rent a flat, car, handbag, office space and web space to name a just a few.  Not only is this better for environment it is also better for our pockets, next time you go to buy just think ‘is there another way’.

Some of my favourites:  Street Car, Bag borrow or steal, The Frock Exchange, Google Docs

Branded utility – what can my brand do to be really useful?  Maybe facilitating something around these temporary experiences or needs could be the starting point for an idea…..

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