Gre­at Examp­les of Brand Ser­vices

Brands pro­vi­de mea­ning, ser­vices pro­vi­de uti­li­ty. Com­bi­ned, they add up to what we (Mar­tin & Chris­ti­an) call Brand Ser­vices, which is a simp­le ser­vice or com­mu­ni­ca­ti­on tool offe­red in addi­ti­on to the core pro­duct or core ser­vice and desi­gned to help pro­mo­te it. We ful­ly agree with Mitch Joel when he wri­tes for the Har­vard Busi­ness Review Blog “Mar­ke­ting is no lon­ger just about messa­ging and brand loyal­ty. Now, brands can pro­vi­de a high level of uti­li­ty with real tools that con­su­mers need to enhan­ce their dai­ly lives.”

In an ide­al world, Brand Ser­vices pro­vi­de use­ful­ness like a ser­vice, crea­te awa­re­ness through novel­ty like an ad or PR cam­pai­gn, and at the same time help build up brand repu­ta­ti­on by making brand values come ali­ve. Ins­te­ad of just giving the pro­mi­se like tra­di­tio­nal forms of com­mu­ni­ca­ti­on they alre­ady can deli­ver it. By being use­ful, Brand Ser­vices are more rele­vant to custo­mers. Fur­ther­mo­re, custo­mers can gather posi­ti­ve expe­ri­en­ces with the brand, which helps buil­ding the rela­ti­ons­hip.

We gathe­red 30 examp­les for this new mar­ke­ting tool that helps com­ple­men­ting tra­di­tio­nal methods. But only a few of them ran­ge high on all of the fac­tors use­ful­ness, novel­ty and brand-fit. Cur­r­ent­ly we are working on an approach and fur­t­her rele­vant fac­tors to design gre­at brand ser­vices deli­be­r­a­te­ly.

Vir­gin Atlantic’s “taxi2″ helps tra­velers to pool toge­ther for a cab ride at the arri­val air­port.

KLM’s “Must-See-Map” is a digi­tal city plan of KLM desti­na­ti­ons, whe­re your can invi­te your fri­ends to mark their favo­ri­te pla­ces and sug­ges­ti­ons for you. You then can have the map sent to you by KLM for easy refe­rence at the desti­na­ti­on.

S-Oil, a South Korean gas com­pa­ny offers the “Here Bal­loon”, a par­king space fin­der: A nif­ty bal­loon that helps fin­ding empty paring spaces in lar­ge par­king lots. (Pic­tu­re source:

Tesco offers an easy way to shop on the way home from work, just by pho­to­gra­phing the items on a bill­board.

The books­to­re “The School of Life” offers biblio­the­ra­py, a half hour con­sul­ta­ti­on with spe­ci­al­ly trai­ned employees about your rea­ding habits and inte­rests. In the end they pro­vi­de cli­ents with a rea­ding pre­scrip­ti­on (pic­tu­re source:, Alas­ta­ir Hum­phreys).

KLM’s “Meet & Seat” pro­vi­des pas­sen­gers the opti­on to sit next to inte­res­ting people, based on Face­book or Lin­kedIn pro­files.

Durex offers with “SOS Con­doms”, a ser­vice and app that deli­vers con­doms based on your loca­ti­on. Deli­very is sup­po­sed to be discreet, e.g. through a piz­za boy.

Kit­Kat offers the “No WiFi Zone” for a real break.

The toi­let tis­sue Char­min pro­vi­des an app cal­led “sit or squat” that helps to loca­te clean public toi­lets.

Horn­bach, a Ger­man DIY chain, offers a com­pre­hen­si­ve book that tea­ches you ever­y­thing from lay­ing par­quet floo­ring to buil­ding a pond.

Rite Aid pro­vi­des an app that helps orde­ring drug refills just by scan­ning the bar code and choo­sing a pick up loca­ti­on.

The Dutch super­mar­ket, Albert Hei­jn, offers with “Appie” a smart shop­ping list that can be fil­led by typing in items, scan bar­codes, brows shop­ping histo­ry, reci­pes or spe­cial deals. The list sorts nice­ly into the order of the most­ly used wal­king rou­te of the store you ent­e­red (pic­tu­re source:

Luft­han­sa “Doc­tor on board” is a ser­vice to pro­vi­de on-flight medi­cal assi­s­tan­ce: Doc­tors can regis­ter to recei­ve bene­fits, in case of an emer­gen­cy flight atten­dants can loca­te help quick­ly.

Hyatt hotel in Kyo­to offers its guests an iPho­ne with pre-instal­led apps that help navi­ga­te through the city (pic­tu­re source:

Gui­de Miche­lin, one of the oldest brand ser­vices, offers a list of worthwhile restau­rants for tra­velers.

In Bul­ga­ria, the Audi Quat­tro Action Team hel­ped during harsh win­ter 2012 dri­vers with their stuck cars - thus brin­ging Quat­tro power to life.

The LGWash Bar” in Paris offers free laund­ry on latest LG washing machi­ne models (and other elec­tro­nic equip­ment) while enjoy­ing free drinks.

Adi­das Run­ba­se is a con­cept store in Tokyo loca­ted next to a popu­lar run­ning site. Next to run­ning gear it offers free show­ers, lockers and work­shops for run­ners (pic­tu­re source:

Ikea has been offe­ring for years the Home Plan­ner: A use­ful web-based app that helps to plan for fur­ni­tu­re in your home (pic­tu­re sourcer:

Nike’s tri­al van did the rounds at run­ning events and favo­ri­te run­ning spots offe­ring “no sales pitch. Just shoes, advice and water”.

Alli­anz and Air Fran­ce teamed toge­ther to offer the “Alli­anz Pro­tect”, an online safe for tra­vel docu­ments.

Nut­ri­cia, the medi­cal nut­ri­ti­on com­pa­ny pro­vi­des the “Baby­ca­re Lounge” at the Dutch air­port Ship­hol whe­re par­ents can rest with their child or find faci­li­ties to chan­ge dia­pers or heat up the baby bott­le (pic­tu­re source:

Nivea Sun laun­ched an app in Bra­zil that tells users which sun pro­tec­tion to app­ly.

Nokia appeared with the “Nokia Silence booth” at music fes­ti­vals in order to pro­vi­de a space to con­nect with people in a silent ambi­ence (pic­tu­re source:

With “The North Face Snow Report” app North­face pro­vi­des wea­ther and snow rela­ted infor­ma­ti­on, through wea­ther data and twit­ter feeds.

Ikea caters to women’s needs in Aus­tra­lia. At a ser­vice cal­led “man land” women can lea­ve the­re hus­bands to watch TV or play com­pu­ter games (pic­tu­re source:

The Kraft “iFood Assi­stant” brings reci­pes and how-to vide­os to the kit­chen (pic­tu­re source:

Again Ikea offers a free hotel for dri­vers. In this tem­pora­ry hotel at a French free­way bet­ween Paris and Lyon tired tra­velers can rest for 20 minu­tes and test the latest Ikea mat­tres­ses (pic­tu­re source:

Hellmann’s Reci­pe Rece­ipt helps prin­ting a reci­pe on every gro­ce­ry shop­ping rece­ipt when the mayon­nai­se is bought.

Ray Ban offers the „Bright Light“ app that helps to find sun spots in cities to enjoy the sun­glas­ses even more (pic­tu­re source:

Ein Gedanke zu “Gre­at Examp­les of Brand Ser­vices

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