Branded Utility
Transcript of Branded Utility
– The “selfishness” factor
– Clutter– Fragmentation more than offline– Fast changing– Measurements unclear even so
late in the life stage– Planning still a mystery
• Special projects– Piggie backs– Innovation
Users only want to go where brands have nothing to offer (mall vs. Vodafone store)
Brands will need to create apps or destinations which are equally interesting
Brands will need to create OWN LABEL online products and services
• Anomaly - Johnny Vulcan– brands creating offline product
inspired products for online to compete in the online world
• Tribe of Barbarians– Agencies doing work much closer to
product development
“you can probably expect designers such as Bernett to be working on mobile applications which extend
meaningful brand experiences to the mobile customer...”