Posts in Branded Software

We’ve discussed the evolution from banner ads to branded widgets to full blown branded web applications. Many marketers are starting to understand the value of delivering useful “content” to their audiences as a means of engaging them. However, it’s worth spending a moment to examine the word “content” and how it’s used. It’s critical that […]

It didn’t take long after advent of the internet for marketers to look at it as a medium for advertising. And as most creators do when they see a new medium, they create for that new medium using the techniques and approaches that have served them well in more established mediums. In our specific example […]

Back in November of 2006 when we founded Jackson Fish Market we felt like a lonely voice talking about creating experiences online that functioned both as useful destinations as well as opportunities for brand marketers to connect with audiences. Here we are almost a year-and-a-half later and we’ve happened upon two companies telling the same […]

Billboards and 30 second tv spots have been among the iconic advertising formats for decades. (The web has its own version in the form of banner ads, interstitials, and the torrent of video advertising inserting itself in our streams.) And yet NBC is moving towards having advertisers sponsor entire shows. From the Times: “At a […]

We create “branded utilities” — what we’ve been calling “branded software experiences”. (Or for those of you who’d like it without the fancy jargon, we make web apps and get brand advertisers to sponsor them.) “[Branded Utility] is where the brand creates a commitment to a relationship. It’s where the brand creates something useful to […]