Branded Utility (aka Form and Function)

I recently ran across 3 things that tie together nicely:
1) The continual push for branded utility and marketing as a service
(a rekindling of my belief that form and function can come together)

2) a cool web application that allows people to highlight text on any HTML web site

3) the thought that Avery (the makers of HiLiters) and the awesomehighlighter should talk

For an example I highlighted a couple things in a recent adweek.com article focusing on Form + Function:

“Digital design goes well beyond Web sites”

“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”

“many interactive designers chafed at the role of “matching luggage” to offline campaigns, often resulting in shallow microsites that mimicked TV campaigns “

Pretty “awesome” service and opportunity (or missed opportunity) don’t you think? Seeing these kinds of connections inspires and challenges me. To continually provide excellent aesthetic (form), utility (function), and value for the business (brand). Its a rare mix, but its a combination that we MUST look for and provide.