I love this idea. Toyota
has just launched a web service that allows users to create their own “coat-of-arms”
which can then be downloaded as a high-res image. The idea is that Scion owners
can then use the images they create as personal icons for online profiles or
even have them airbrushed on their vehicles. Scion has always targeted a
younger audience that is presumed to be more interested in self-expression, so this
should be a good fit. But, what I really like about this is that it is a
service that gives real value to the end user.

It is time for brands to expand beyond informational poster-style
websites and banner advertising. Web services and real products are the wave of
the digital marketing future because they precipitate real interaction with
customers. I’m not suggesting we do away with banners, but I would like to see
more money spent on web services and digital product-based marketing.

Dan Neumann