APPlying Brandaids

So I've got the "iPhone" going. (I'm putting that in quotations because I feel uncomfortable spelling it as the logo wants me to but I also feel equally uncomfortable about being seen as making some sort of spelling mistake for a word that doesn't actually exist by writing iphone of Iphone) I am actually liking it, and I say as much to all the kids who think I've sold out by getting one. Optus stung me with some hidden charges the first bill, so I was damned pissed, and worried it might happen again. Hmm. Fear. Anyway, on to what I am thinking. It is a thought most marketing folk have undoubtedly had and probably written down but I haven't seen it yet I swears. 

So as the title suggests, I'm going to take a quick glance at Applications for the iPhone and other platforms. So I've loaded myPod up with a handful and most are good fun for three seconds. I've got one where I use tap my fingers on some sort of running track, a screen of digital bubble wrap that I can pop for hours, a Mr T quote selection and a picture of Elmo that if I touch (even if I hit the white background nowhere near his body) will cackle and say "hahahahaha you did it again", even when I did it for the first time. The best is by far the Metro Melbourne one that will tell me the next five trams closest to me and is pretty reliable. But something seems to be missing from the Apps as I browse on iTunes...Brands. Yeah you've got your Facebook and Myspace applications, but these are obviously just altered version of the social network programmes, what I'm talking about is brands creating or getting involved with iPhone applications. News services, public transport and airlines have all jumped on board, producing free applications that provide meaningful information and undoubtedly serve to enrich the whole brand experience for consumers, encouraging further usage. Eg; the Qantas arrival/departure live update app makes traveling and picking up people from airports less stressful so I'll probably be more inclined to fly or recommend Qantas over other airlines. Qantas than also becomes synonymous with organisation and efficiency. But there is probably an application for any brand to take on. I've got a To-Do List app on myPhone, which 'does the job', but what if it was the OfficeWorks To Do List? The app could be much slicker, have a blue colour scheme but try to maintain subtlety in its branding, as to not piss off consumers. The app could have a tab to a search engine for all your office needs  and then could locate your nearest OfficeWorks store. What if you typed in your To-Do list "buy a pen"? Well OfficeWorks could bring up a dozen pens to choose from. Except this app shouldn't do this necessarily, I think this could be a bit invasive and actually do more harm than good. That's why subtle branding is the name of the game here. Making a product that people enjoy that is clearly associated with a particular brand can surely only create a positive brand experience and encourage users to become brand loyal. Brand. Brand. 

Nike have started something very similar to this across myspace and Facebook with this widget. It's an App that provides Football videos and news as you choose and can be decorated in your team's colours. You can whack it on your myspace or Facebook page or on your desktop and it will update itself. The other obvious advantage is the 'Gear' tab on the widget, Nike has a captive audience for its catalogue, they can update it, play commercials with Football stars, show who's wearing what boot etc... With this app Nike is stamping its name on the game of Football, the consumer's entertainment of the game of Football should start to become seamlessly and subconsciously interwoven with the Nike brand. Now they should put this thing on iTunes. And other brands should create their own as relevant to their business. Once again, the key is 1) subtle branding and 2) a great program the target market will actually enjoy and spend a lot of time on giving a chance to engage with the brand.