Branded Utilities

Brand Utilities have become a major part in the IMC strategy. It allows a company or brand or even a product to potentially be with you where ever you go. One great example of this was the Nike+ app for the iPhone. This little app is probably the best example of a branded utility out and one that all others should use as a template. Basically all it is, is a little timer in your shoe that acts as a pedometer and then syncs it to your iPhone. You can then compare it with you friends, trainer, or your running team. But it doesn’t just stop there, you can also by a Nike+ shoe specifically for it and even a watch that can also be synced up too it. It is a great way to not only sell your product but to also engage the consumer straight on and to give them a more positive feeling about your brand. The next time that runner goes for a run the first thing they will think of is Nike+.

As an owner of an iPod Touch and a Blackberry I use a couple of branded utilities. I use several different apps such as Facebook, Sportsnet, and for the past 2 weeks during the official 2010 Vancouver Olympics app. One missed opportunity with the Olympic app, that I felt would have made it much more enjoyable experience would be to allow others to upload theirs photos straight to the app. The app as it stands is basically just a digital tour guide for the lucky ones actually visiting Vancouver, where I felt that it should have done more to make those who couldn’t have made fell more apart of the games.

One brand that I kind of wish would make an app is TD Canada Trust. They have EasyWeb already why not convert it to make a little mobile version.