Back in 2006, AdAge published "Consumers to Brands: Make Yourselves Useful." In the article, Benjamin Palmer of Barbarian Group was quoted as saying, "I believe the next stage of brand advertising is going to be in the realm of 'branded utility.' Creating something that people need, not aping existing applications because you can, is key. For the same budget and energy as we expend on current forms of advertising, we could be making something more tangible, useful and reusable that plays a more integral part in the consumer's life. This is 'interactive,' which is not synonymous with 'online,' by the way."
Ingmar de Lange, founder of Mountview, recently put together the following guide to branded utility: