Branded utilities wiki

03 April 2009
2 comments

I’ve been thinking of the concept of branded utility, and brands being useful, good or nice for some time.

Then I thought it would be useful to collect examples of brands that actually have been useful, because that’s where the future lies. An explanation of this (if it sounds a bit cryptic) and a list of the examples I found, are in the Branded Utilities wiki I created. If you know of any examples to add, please contact me via the email address mentioned in the wiki.

I hope it proves to be a useful resource.

2 comments

Kartik Mani 04 April 2009

Hi Anjali, saw the branded utility wiki page, and found it fascinating. I’m doing a bit of research on emerging trends in communication etc etc (hoping it will in some way alter my present life; not too much to ask for!). Could i bother you with a few questions? Do brands commission branded utilities or are they just strokes of genius from some super involved non addy folk? Simple loved sitorsquat/ what an eyeopener. India has long way to go before we catch up with what’s happening there, at least in terms of ethical and responsible brands.

anjali28 04 April 2009

Hi Kartik: Thanks for your comment, and that you find the wiki interesting. Yes, as far as I am aware, brands do commission branded utilities because their name is attached to them and they need to make sure that their brand name isn’t sullied. However, thinking of things like the Mad Men characters on Twitter, which was started by fans, in principle it is possible that people unrelated to a brand can create a utility, but they need to be aware that if it doesn’t go down well thenthey are probably going to be sued!