The brand utilities that I use most often are on my iPhone. Things like the weather in different locations, drink mixes, Weight Watchers, iSkins, new book applications, sleep cycle monitors and even games all apply as utilities to me. It makes me one with the brand, they are offering me things that I either need or find interesting. It really helps me to build a relationship that will stand the test of time in this era.
I honestly can't think of any missed opportunies at the moment. Almost all utilties I could ever think of are at my fingertips…
A few brands that I think could offer utilities are Lululemon offering some sort of sizing app, Petsmart having an interactive adoption option and I could list many, many others but I'm sure in the near future they will exist.
I think brand utilities are a great way to interact and give consumers a reason to want to know your brand. The future of branding is looking to be a very deep one between consumers and their products.
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