A timely piece of jargon caught our eye in a rather old PSFK blog interview with Benjamin Palmer of Barbarian Group: it’s called Branded Utility and we think it’s a pretty good description of how marketers should be thinking of using the mobile web.

Branded Utility is just what it sounds like: brands doing something useful for people as a way of earning the right to be a part of their lives.

Weather.mobi is branded utility, as our video tour demonstrates.

So is the Autoglass site [autoglass.mobi] we blogged about a while back.

The mobile web opens up a whole world of branded utility opportunities for marketers open to the potential. Do something useful for people on the move and your brand is always in their pockets.