Reading through the latest briefing from Trendwatching, entitled Perkonomics (pdf), there are a lot of interesting similarities between the goal of Perkonomics and the goal of application based Branded Utility.
Even though I think branded utility eventually will become an immersed part of the marketing strategy it will i the beginning be perceived as an added value, bonus or a perks compared to previous or competitors offers.
- PERKONOMICS: A new breed of perks and privileges, added to brands’ regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times. One to have firmly on your radar in 2009.
– Trendwatchings’ Perkonomics briefing (pdf)
The briefing is not rich on digital examples, but does include a reference to 02 Blue Rooms’ Perks Pack and the Diva Package.
And the briefing does say:
- “as perks are an integral part of your marketing strategy, shifting a part of your mass-advertising budget to get some PERKONOMICS innovations off the ground is more than justified.”
- “All in all, the best way to approach PERKONOMICS is to dream up genuinely interesting and unexpected benefits and privileges that will delight some or all of your clientele.”