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By Brian Morrissey
It was two years ago that Nike Plus took Cannes by storm, winning the Titanium Lion. Since then, it has remained the No. 1 example in any presentation of how brands can create value and loyalty through utility. Yet there have been few examples of a "new Nike Plus" coming from other brands. A notable exception is Fiat's eco:Drive, crafted with AKQA. eco:Drive is a system that lets drivers track their fuel consumption and driving habits with the idea that they can use the data to leave a smaller carbon footprint.
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