Branded Utility Has To Be Useful.
A lot of the talk about the interesting concept of branded utility being the wave of the future seems to me to focus too much on the brand and not enough on the utility. If you ignore the latter, you'll end up with gimmicks and there will be no consumer memory of your actions.
This might be because the cited examples are always sexy products like Nike ID, but Tide got it right and proved (maybe emphasised) that even "boring" commodity products can have a huge impact.
It's all about remembering that little things make a real difference.