Can Saff, Eddie, and Patsy Agree on Jackson Fish Market?

The people at Jackson Fish Market should be aware that I mean any association between their message and AbFab as a compliment. But JFM's focus on how beautiful their branded apps are put Edina and Patsy in my head. And Yahoo photos made the rest possible.;-)

Anyway. Jackson Fish Market is a Seattle based start-up that makes simple, elegant web application/destinations and then sells exclusive sponsorships for them to brands. They take a proven consumer need (like ecards and communication)and gorgeously execute it, leaving ample room for a brand presence.

Their first two apps, a simple invitation site called Invitastic and a virtual flower "ecard" service called "They're Beautiful," represent consumer utilities that can be branded by virtually any high quality mark. The former is sponsored by the Dry Soda Company, the latter is waiting for a sponsor.





They also have a carbon footprint reminder app that Saffron would adore.



But the premise behind the company -- the idea that companies need wholly positive experiences with which to associate themselves, is an interesting one. Essentially it takes the concept of "branded content" on a publisher site to a deeper level.

This model has some appeal for me, though I think the challenge will be in the chicken and egg question. I think that many marketers will want to devise the app they want rather than simply branding something unrelated to their core category. This of course is the conundrum of publishing everywhere -- do you create a magazine people want to read or advertisers want to buy pages in?

Since we are in a world where, for better or for worse, consumers play a significantly larger role in determining what content wins or loses online, maybe this chicken before egg concept will lead to more uses and brand exposures than the model I suggested.

In the meantime, while JFM pitches its wares and brands decide what to support, check out their apps, which really are gorgeous. Edina and Pats would be very impressed, even though neither of these gorgeous little things is from La Croix.



Thanks for reading, and don't forget to write.