One-App Wonders

One of the stories I’m doing next week has the working title of “WTF Is Peach?” and I’m going to explore how brands can benefit from it (or how they can’t).

I haven’t used Peach, and fully expect it’ll flame out, a la Ello, Yo, Path, Secret, Meerkat, and dozens of other one-day wonders.

In this sense, if a brand wants to capitalize on these shiny new gidgets, it’s best to jump on the bandwagon at the very beginning — to strike while the app is on everyone’s five-second-long radar. That way, it’ll earn kudos for, and draw the visibility that comes from, being a first mover.