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The number of iPhones sold has exceeded 12
million, and in many countries, such as China,
the device has yet to be introduced officially. The user base is growing
steadily, creating a huge audience for brands to interact with. And with the
recent launch of the Apple AppStore, they
can.
By developing an application, brands have the opportunity to
strengthen their relevance in the daily lives of consumers. The great thing
about it is that it does not happen in an intrusive way, because the user chooses to download and experience the
branded application. With the AppStore, the iPhone has become a customizable,
living mobile device that enhances the lifestyle of its user.
One of the first brands that gave act de presence on
the iPhone was Carling with its iPint application. Many
iPhone users have downloaded it and shown it to many more friends, either in
the local pub or online via
YouTube. With additional free publicity for being the early adopter,
Carling achieved a lot of exposure that communicated the innovativeness of the brand.
Another brand that has successfully
distinguished itself from the competition with an iPhone application is Chanel.
By offering videos and photos of fashion shows and its latest collection, as
well as a boutique locator, Chanel has created enthusiasm among its fan base while making its
brand more meaningful and ownable.
Of course, the success of a branded application, as with all
branding signals, depends on whether it reflects the brand essence and delivers
on the brand promise. If not, the consumer may have a negative brand experience
that puts trust and loyalty toward the brand at risk. And in this transparent,
connected world, one bad experience can be shared with hundreds, even thousands
of other people. Audi experienced this
with its Audi
A4 Challenge on the iPhone. The
application did not
deliver the quality consumers expected from the brand, so players of the
game simply perceived it as a bad commercial.
There is a lot of potential for
brands to add meaning through mobile applications, especially considering other
mobile devices such as Blackberry, Nokia and (soon) Android phones support them
as well.
So will your brand join Trulia, Pandora and British Airways
on the mobile scene? (If you don’t
manage a brand, which brand would you like to see?) And how can you make sure the
brand engages the user in a relevant, distinct and authentic way that delivers
on its promise?
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