Rather than craft a one-off Web site, advertisers want to build brand loyalty by providing utilities that both improve people’s lives in some small way — even if it’s simply a tool for customizing pizza — and directly pad corporate bottom lines.
“The new ‘viral’ is going to be a business solution for clients.”
Morrissey also speaks to several other people in agreement with this line of thinking.
It’s worth a close read.
[UPDATE] Today at 5:00 pm, I heard more from the digerati about this topic. Kevin Flatt, Executive Creative Director at Tribal DDB/Chicago and Garrick Schmitt, VP, User Experience at Avenue A | Razorfish in San Francisco never said the words, “branded utility.” Nevertheless, their message was clear. Schmitt said, “We’re designing for participation and distribution.” Flatt said, it’s not about what a brand says, it’s about what a brand does. He gave Nike+ as an example. He said, it’s not an ad campaign, rather it’s a tech solution that changed people’s perception about running. “It’s these type of programs we need to be most interested in creating.”