Do Mobile Apps Enhance or Dilute Brands? It's Like Roaming in the Wild West

I thought about that question and analogy this morning after watching a CNN story about a mobile app for dog fighting. No Michael Vick jokes please. The app has caused quite a stir and a lot of people do not like it. Some might be questioning their mobile phone and service provider for making it available.

I admit that I there are a number of apps that I use, some every day. There are others that I have downloaded to see how they work and think about how I might develop one similar for my clients or my own business. Then of course there are a number on my BlackBerry that I will never look at. I guess I am a brand champion for some, and not so much for others. They simply are not relevant.

That last statement is what brands are supposed to create. Relevancy. In that light, brands like Apple and BlackBlack should offer apps that align with the core values of their respective brand, and those of their users. Or should the space be wide open, like the ranges of the wild west days? Where cattle, prospectors, rustlers, gunslingers, homesteaders and everyone and every thing else roamed at will. For some the roaming charges were fatal.

Rex Whisman

BrandED Consultants Group

Comments

[MBT Online]

Nice topic and post, as we were just talking about what things can happen in the medicine industry.

[Rex Whisman]

It is good to hear from you. Thanks for sharing your insights and experiences.

[HalperinCre8tiv]

Good questions, Rex. We are building apps with Brand Strategy in mind. As you know, companies don't always take the time to identify their brand, and if they do, they don't take the important step of defining its strategy. Developing an app (or any other initiative) that doesn't support strategy is a waste of everyone's time and money. Might see a little interesting scenery of the Wild West along the way, but a long walk back. In other words, if your clients are thought leaders, the branded app provides the proof. If they are resources in their industry, the app provide the information that their customers need. Core values transmitted and expectations met. Done!