When trying to appeal to the modern consumer, it is no longer sufficient to bombard him or her with advertising messages. The modern consumer is enlightened and engaged. Rather than sit idly and receive advertising messages, people want to interact with their favourite brands. Herein lies invaluable opportunities for brands to strengthen their relationships and form lasting bonds with consumers.
One of the most heated debates surrounding branded utilities is whether or not they should exist in the form of toys or tools. In an article featured in Advertising Age, Tom Martin argues that tools, unlike toys, have staying power. With toys, people are likely to try them a handful of times and then lose interest. Tools, on the other hand, if executed properly, offer the user continuous and long-term benefits. Tom Martin states:
“A tool isn't trendy. A tool doesn't get tossed aside because I get bored. Because I don't buy the tool, I buy the solution the tool delivers. And that is the power of tool apps. You can build apps that virtually solve a consumer challenge while politely linking your client's brand to that solution. In fact, built correctly, you can actually charge people to buy a tool app.”
To support his point, Martin cites the Kraft iFood Assistant app, which is undoubtedly a prime example of a branded utility done well. In many cases, branded utilities are free, but there is a fee associated with using the iFood Assistant. For 99 cents, the user has access to countless recipes and cooking tips that aim to make food preparation quick and easy. The user can browse based on ingredients and preparation time, and unsurprisingly most of the recipes are contingent on the use of Kraft products. This app has proven to be a skilled, targeted way to promote Kraft products and build brand loyalty.
One of the most heated debates surrounding branded utilities is whether or not they should exist in the form of toys or tools. In an article featured in Advertising Age, Tom Martin argues that tools, unlike toys, have staying power. With toys, people are likely to try them a handful of times and then lose interest. Tools, on the other hand, if executed properly, offer the user continuous and long-term benefits. Tom Martin states:
“A tool isn't trendy. A tool doesn't get tossed aside because I get bored. Because I don't buy the tool, I buy the solution the tool delivers. And that is the power of tool apps. You can build apps that virtually solve a consumer challenge while politely linking your client's brand to that solution. In fact, built correctly, you can actually charge people to buy a tool app.”
To support his point, Martin cites the Kraft iFood Assistant app, which is undoubtedly a prime example of a branded utility done well. In many cases, branded utilities are free, but there is a fee associated with using the iFood Assistant. For 99 cents, the user has access to countless recipes and cooking tips that aim to make food preparation quick and easy. The user can browse based on ingredients and preparation time, and unsurprisingly most of the recipes are contingent on the use of Kraft products. This app has proven to be a skilled, targeted way to promote Kraft products and build brand loyalty.
Another example of a company using branded utilities to its full advantage is the LCBO. As previously mentioned in class, the LCBO has an app that you can download onto your phone that informs you of product availability in store as well as information and tasting notes about specific wines. Additionally, on their website, they offer all sorts of entertaining information and advice. The most useful utility that I have consulted more than once is the Party Calculator. The Party Calculator allows you to input the number of guests you will be entertaining and it will generate the precise amount of wine, spirits and/or beer that you should purchase to accommodate your party guests. It is a useful tool that solves a conundrum faced by many people who enjoy entertaining with the ultimate goal of promoting LCBO products.
Finally, in trying to find some examples of branded utilities that emerged locally, I came across an article that describes how the Canadian Museum of Civilization and Canadian War Museum now offer free apps that you can download onto your phone and use on your next trip to the museum. The apps offer the user “standard audio tours, short quizzes on the exhibits, as well as general information like hours and location.” This struck me as an innovative way to enhance users' experience at the museum. While this kind of technologically advanced brand utility requires significant financial backing and is simply not in the cards for many local brands, I would love to see more examples of brand utilities emerging locally.
Finally, in trying to find some examples of branded utilities that emerged locally, I came across an article that describes how the Canadian Museum of Civilization and Canadian War Museum now offer free apps that you can download onto your phone and use on your next trip to the museum. The apps offer the user “standard audio tours, short quizzes on the exhibits, as well as general information like hours and location.” This struck me as an innovative way to enhance users' experience at the museum. While this kind of technologically advanced brand utility requires significant financial backing and is simply not in the cards for many local brands, I would love to see more examples of brand utilities emerging locally.
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