Last week we wrote about a fun application called TeaBuddy – a utility designed by digital agency Poke in London. We thought we’d ask Nik Roope, a partner at Poke (and creator of Hulger phones) what his reaction was to the theory of Branded Utility:

As a company that makes applications for brands and off your own back, what’s your response to the Branded Utility theory?

On one hand I appreciate that the industry has found a vehicle to talk about ‘alternative’ means to attract attention other than simply talking at consumers. Yet I am also concerned that it might also divert attention from the fact that there’s a million different ways to attract attention and engage people and that a solution’s best fit should be defined by context rather than fashion. Buzzwords are our enemy but sometimes I admit that they sometimes help get more progressive things done.

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