Just got done reading a pretty straightforward yet thought-provoking Advertising Age article on whether or not iPhone apps are really worth it. The premise of the article is that while apps may be catchy, they may not necessarily be directly contributing to the bottom line or serving as a strategic -marketing tool (aka tying back to the brand). In the article, AdAge came up with its list of the best and worst apps when it came to brand tie-back and here's an excerpt of some of them:

Cream of the crop

• KRAFT IFOOD -- Rich, engaging and travels easily from pantry to grocery store to kitchen stove, all while building and strengthening brand loyalty.
• DUNKIN' DONUTS DUNKIN' RUN -- Not just a coffee and doughnuts ordering tool, this app announces to friends/co-workers that you're on a run. Captures all orders and you, "the hero," pick them up. Clever combo of utility and social. Now if they'd just integrate a payment system so you don't get stuck footing the bill.
• BENJAMIN MOORE BEN COLOR CAPTURE -- Using the camera feature on the iPhone 3GS, it snaps a picture of anything and finds a Ben paint color match. Closing the loop, GPS points renovators to the nearest Ben store.

Not so much

• WARNER BROS. DARK KNIGHT -- The app adds dark circles and snarly red Batman decals and scars all over your own or friends' faces when you "Jokerize" them. Harmless fun, but did it sell any tix? Not available anymore.
• PEDIGREE SHAKE AND BARK -- Take your dog's picture, record its bark and you can ... shake to replay it? It's got a cute name, and dog lovers can take a piece of their pup to work, but the features feel a bit lame. Plus, doesn't it freak out the dog?

This article brings us to a bigger point, does there really have a to be a direct brand tie-in with these apps or does the mere placement of a logo on the app suffice? Food for thought if your company is looking to ride the iPhone app wave.



-posted by Andrew

Tags: iphone, branding