More reason to love the Ace Hotel, they serve pickle backs.

One couple told me the Ace was too hip for them, but they loved the pickle-backs. “This would be a shot of whiskey chased by a shot of pickle juice,” the young man said, observing the lobby scene with disdain. “And the pickle juice here is house-made, therefore it is the best pickle juice.”

Recently I made a list of dream clients and partners. I won’t share the list at this point (I may), but it’s filled with people and companies that I admire, have an idea for or respect the hell out of.

As I took a closer look at this list this morning it dawned on me that a few of these companies are masters of brand utility. There are a number of examples — and I’ll share a few – but let me get my optinions out of the way first:

1. In these (digital) days brands have to accept the fact that they need to constantly explore new offerings, secondary products and complementary services — even if it doesn’t offer an immediate profit — to compete.
2. All brands should have a way to share their “lifestyle” to their audience; this could be a blog, twitter, or print.

Two of the companies I really admire are Ace Hotel and Monocle. Both do an excellent job of brand utility by co-branding products, rethinking “traditional” business models and creating new distribution paths.

The Ace has worked with a number of clothing brands (i.e. Baron Wells, another company on the list) to create staff uniforms — also offered for general public purchase — as well as rooftop honey.

Monocle has also done similar things, by co-branding product offerings and branching off to TV and radio/podcasts. And, in my opinion, the most important “movement”: brand-fueled content.

And finally, my last example, which ties in brand-fueled content. The latest comes in the form of a magazine from The French Laundry. This is a great example (along with Reed Pages) of how a business can leverage its partners, clients and other to create brand utility.

The theme of the 64-page first issue is history, so Keller and co. have collected stories — and the expected gorgeous photography — all about the Laundry and every aspect of the restaurant: longtime staffers, former cooks, journalists.

Ruth Reichl and Michael Ruhlman pen articles. Chefs of all kinds make cameos. But it’s more than that — the magazine also highlights lesser known, yet essential parts of the French Laundry machine, like the wine producer who partners with the restaurant to create the Cuvee French Laundry.

From the designers of the Ace Hotel in New York comes this blurb about design.

A hotel shouldn’t be about marketing. It’s the collection of a particular way of thinking, of curating, of comfort and escape. To create that, we try to find objects and ideas which are familiar yet idiosyncratic. It always come down to what’s personal.

I have been swooning over the Ace Hotels for a while now. What they are doing is quite amazing. In NYC they are attracting quite a few entrepreneurs (and Malcolm Gladwell) in their lounge/lobby. The collaborations and (co)branding has been very well crafted. And, the Palm Springs hotel is currently on my top place to visit list. (Portland is also high on the list, but I’m scared to go there as I think I’ll love it and want to move there.)

I’m definitely keeping an eye on the Ace Hotel group for inspiration such as this as I start to put plans together for CurrentBlend [Coffee]. I like this as a potential counter/table top.