How to Build the Perfect Branded App

Many conversations that I have with both brands and advertising agencies start with the dreaded words 'we want an iphone app'. Why dreaded? After all as a mobile agency we just love to build apps. Unfortunately, any conversation that starts with those words shows that they have not thought about meeting their brand objectives, or their customers, let alone a great creative idea...

This article (link above) is absolutely spot on and very timely since the potential of mobile is just beginnig to gain some traction with more mainstream client types.

I see similarities with the early days of the web when clients would say "let's get a website, everyone else is!" without taking into consideration what the objectives are from both a business or end user persepective.