My "Tony The Tiger" Cup

Every year, I look forward to getting the final edition of "Advertising Age," so I can review the year's milestones and ponder our collective futures. This year being 2010, "Advertising Age" listed the 10 best ideas of the decade, including one interesting item called "branded utility." This idea cropped up somewhere around the middle of the decade, when interactive wunderkids were dreaming up new widgets and bots and gadgets for online use. The new online utilities found their ways into advertisers' hands and -- viola! -- branded utilities were born. One U.K. bank offered a widget that fed bank customers pop-up stock quotes four times a day on any designated personal computer. Nike came out with a widget that helped runners track mileage using a hand-held iPod. The other day, I heard GEICO offering a "glove box" iPhone app for roadside assistance. In my opinion, the idea of a branded utility is not so revolutionary as many people think. I remember when I was a kid, having a "Tony the Tiger" plate, cup and silverware set, making my breakfast times enjoyable and anticipated events. I remember using that set so regularly, the paint washed off the cup, leaving Tony stripe-less after several months of trips through the dishwasher. The utilities may have changed, but the idea hasn't. Branded utilities are not only a great way to get consumers interacting with your brand, they often extend the brand value, moving prospects into the customer fold, and customers into the loyal advocates fold. I would agree that Hyundai's consumer Assurance program is one such example, offering car buyers the ability to return their cars without credit damage in case of losing a job (quite a value proposition, if not an online application). Hyunda no doubt moved more than a few fence-sitters into the market with that one. And, consider Bud Light's crazy "Tailgate" approved spoof series (3-in-1 condiment gun; speaker box 12 pack; etc.). With a little in-depth research and clever thinking, there could there be a utility locked inside your company brand. Let's think about it together. Call me at 214-750-6601. We might come up with something G-r-r-r-reat!