• by Adam Broitman , Op-Ed Contributor, December 3, 2009

If you listen closely to the partially unwelcome but incredibly prescient voice of the brave, forward-thinking marketer, you might hear the increasingly popular exhortation, "Want better marketing? Make a better product." We live in an era in which this axiom is extremely relevant. I would argue that this request is more pertinent now than it had been at any other time in the post-industrial era. Endless consumer choices due to a hyper connected, global economy has resulted in a "raising of the bar" when it comes to quality. In light of the current nature of media, the all important question is "what happens when quality becomes a commodity?" This is the marketer's greatest liability ... and greatest asset.

In 2006 we saw the unveiling of Nike Plus; the program that many point to as the progenitor of a growing trend, brand utility. In the wake of this ground breaking program, an unparalleled and historically unusual responsibility was placed on marketers and brand agents; namely, the need to have a fundamental knowledge of how digital technology works, as well as a responsibility to stay on top of emerging trends in technology. This responsibility coupled with the exponential maturation of technology at large has resulted in a growing number of marketing initiatives that provide real consumer value -- beyond the core product.

While brand utility can be delivered via numerous channels and devices, the mobile phone is arguably the most conducive to delivering a unique and valuable experience. The always on, ubiquitous nature of the mobile device is so personal, that the device becomes a true extension of both our bodies and how we define ourselves. One may argue; there has never been a more personal technological entity. The barriers to entry to create brand utility are relatively low on the mobile device given the fact many consumers already own all the necessary hardware.

Initiatives such as the Kraft's iFood Assistant, Dunkin Run and the new Zipcar Application are all examples of how brands are integrating into people's lives; creating value through positive, useful experience. Each of these examples illuminates how a brand marketing effort can become a vital part of using the core product(s), without changing its composition.

Dunkin Run is an example I highlight very often due to its relatively simple use of technology. While other examples of brand utility exploit more complex, forward thinking technology (or sophisticated uses of current technology), Dunkin Run uses email, SMS or iPhone to make the process of ordering donuts simpler. In addition to making the process of ordering donuts more efficient, this initiative leverages another hot trend; social media. By creating an environment where groups of people can order donuts from wherever they happen to be, Dunkin Donuts has fashioned a situation in which friends can create their own, social donut networks.

Brand managers, marketers and agency executives may find themselves at a loss when trying to think of the perfect value adding product for their consumer. After all, not every initiative can be brand utility. With this fact in mind, I say "when in doubt, participate". A recent collaboration between Lexus and Urban Daddy was the ideal union of branded content and branded utility (many make the distinction between "brand utility" and "branded utility". The example at hand would be the latter); delivered to your palm via the iPhone. The two companies worked together to create a tasteful, useful and attractive application that exploits the essence of each brand. The result of this project is something that is indicative of the future of digital marketing and marketing at large.

You may or may not agree that brand(ed) utility is central to the future of marketing, but the writing is on the wall; consumers want value and sometimes a quality product is simply not enough. The opportunity for creating brand utility is wide open. Now is the time to gain competitive advantage by being a first mover in your category. If you don't take advantage of the opportunity at hand, the odds are, your competition will.