Hasta La Creative!

Increasingly, branded utility is the big topic of the day.

Brian Morrissey of Adweek is on it and so are members of the digerati.

Here’s what Jeff Benjamin, interactive cd at Crispin has to say:

Rather than craft a one-off Web site, advertisers want to build brand loyalty by providing utilities that both improve people’s lives in some small way — even if it’s simply a tool for customizing pizza — and directly pad corporate bottom lines.

“The new ‘viral’ is going to be a business solution for clients.”

Morrissey also speaks to several other people in agreement with this line of thinking.

It’s worth a close read.