Ingmar de Lange

The brand utility has become an established phenomenon and there are inspiring success cases. But the App stores are also full with apps that will never be found, let alone be used.

Last week, I saw an episode of BBC's The Code. The series show how mathematical principles are present in our daily lives.

The second episode was about the way nature is designed. Natural phenomena actively use the principle of Fractals. A fractal is a geometric shape that repeats itself continuously. As a result, the whole object is shaped in exactly the same way as its smallest part.

I’ve been watching Domino's Pizza with interest for a while now. For instance I love their Pizza Tracker, which is a perfect case to show that a good brand-utility application can both garner attention and actually improve on the core brand proposition.

More and more, I hear murmuring whether social media will become the new Second Life for marketeers.