When discussing a communication strategy for almost any brand today you will probably hear one very "innovative" suggestion: "Hey, let's create an iPhone App!"I would say that apps for smart phones became what TV spots were ten years ago.
Here is a new app from Black Eyed Peas, a band that has a strong brand-orientated approach towards their work. And why not - in the end, music and entertainment is a business like any other business. I would even say that Will.i.am and co. are playing better Brand Managers than the someones working for big international brands.
Take a look how they promote the Black Eyed Peas brand:
