Integration is Key

Highly integrated products are my favorite types of branded utility. The more your product can work with and complement other products, the higher the satisfaction level of your consumer. In order to develop a more highly integrated product, you must establish two things

1) A collaborative model within your agency or company. Today is the universal launch of Facebook chat, a perfect example of deeper integration within an already established utility. Facebook provides many of the functions that other websites provide, while aggregating them all under one brand. Sharing pictures, chatting and messaging are all executed in one portal. Then the features of each utility are integrated within each other. If someone goes offline while you are chatting with them, you can send them a message. Engineers from each team must work together to make this possible.

2) Don’t let your strategy and marketing be confined to the walls of your building (or maybe intranet in this day and age). A willingness to think outside of your product and your company is key in developing branded utility. I think the business world calls this… partnerships. I referenced the Nike+ and iTunes example in my last branded utility post, but it is a stellar example of thinking out side of your walls. On the surface the two companies are very different. They began with identifying the core values and needs of their consumer. Then found a way to collaboratively become a relevant part of their target’s routine

I think it could be fun to brainstorm potential future branded utility partnerships. What do you think? Also, check out Noah Brier’s post on branded utility. There are awesome ideas in here!

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