From Nanette Foster, VP, Brand Planning Director
It’s staggering to think about the number of apps people can download today. The latest estimate I saw from Apple was that there are over 100,000 iPhone apps. I guess it’s safe to say there are a lot of apps when the new iPhone Arcade on FaceBook is needed to help us navigate the sea of app choices. The information that is now available right at our fingertips when using apps is mind-boggling, for sure, but it’s also so much fun! While there’s no disputing that apps are fun, as brand builders we need to pause and ask whether they are a viable medium that can help build brands.
When I started my little investigation, I really felt the value to be gained with branded apps was suspect. At first glance, to me, they seemed to be the latest “shiny new toy” for us marketing folk to get excited about, lacking any real brand-building value. However, I must admit I’ve changed my tune after my experience with a few branded apps that really know what they’re doing. Creating branded apps can be a great way to extend your brand experience to touch your consumers more frequently and in a 3-dimensional way.
As you consider to “app in” or “app out” for your brands, here are a few helpful things I learned from the new Kate Spade app to help guide effective branded app development:
- Practicality wins. What are you giving your consumers that will help them in their everyday lives? The Kate Spade app provides its followers with a calendar that provides real daily functionality.
- Provide a brand experience. The Kate Spade app provides its user the thrill of fashion in the city. Visually and verbally, this app pays off the designer’s vision and mission for her brand. It extends the brand message and entrenches the brand within the lives of its customers.
- Lead with a real consumer need. The user has access to a calendar that not only does the expected calendar stuff, but also feeds the user’s need to be “in the know” regarding all things fashion. The calendar flags fashion events, sample sales, and New York City scene activity, furthering the brand’s position as their resource for all things fashion.
Michael J Massey January 27, 2010
I find that the dizzying array of app choices truly makes my head spin. There have been a number of apps that I downloaded, only to delete later because they were not as innovative or functional as I initially thought.
I am embarrassed to admit this, but my favorite app is Starbucks Mobile Card. I can reload my card and check the balance + in stores on the West Coast you can use it pay for your beverage.
Is it the sexiest app around-nope. But its branded and its functional. Thats all I need.