PackageMapper.com is a mashup.  And so is Mobile ESPN.  A mashup is simply combining two or more unrelated (seemingly, anyway) products or services to create something entirely new.

PackageMapper “mashes” by overlaying the US Postal Service, FedEx and DHL tracking information with Google Maps, to visually display the entire route your package is taking.  Simple, but useful.  And something not offered by any of these delivery services. 

HousingMaps.com also uses the Google Maps data to show you exactly where homes are located that are listed for sale or rent on the extremely popular craigslist classifieds.  The map has popup balloons for each location with the listing information, including photos.

Mobile ESPN is a “mashup” of another kind – a brand mashup.  ESPN is promoting a Sanyo MVP mobile phone, branded with a bright red ESPN logo and loaded with a total “sports experience”: news, stats and scores;  text and video alerts; fantasy team updates, and your own personal five-teams-and-15-players updates.  The wireless service is provided by Sprint.

The term “mashup” may have been originated to describe the mixing of two or more songs, but today’s mashups are impacting branding, communications and marketing in ways you may not immediately suspect from these examples.

Mashups aren’t the playground of geeks – they are the everyday result of two trends:  consumer generated content and something Trendwatching.com calls “Branded Brands.”

What Does It Mean?

Mashups are consumers taking and shaping your brand, your data, your product into something they want or into something they admire.

Several forces are converging to make mashups possible:

• First, there is the availability of professional hardware and software for consumers to generate or mix content, easily accessible distribution channels, and our inherent creativity as humans. 

• Then there is the growing collaborative and sharing nature of online environments that has created a sense of a “creative commons” in which nothing is wholly owned by any one person or entity – and everything is a prototype and meant to be improved upon and shared. 

• Finally there is a rapidly blurring of lines between “cyberspace” and real space.

Put them all together and you’ve got consumers who want things their way, have easy ways to bend products or services or content, and have a growing sense of entitlement to your content or brand – making it a “my brand” experience.  And – it is mostly outside of your control.

This represents an enormous opportunity for listening to consumers about what they want from you.  It is inexpensive and valuable R&D.   But, it also means you need to rethink what your organization owns or needs to own.  And, it means you are being asked to redefine your relationships with your constituents, and to look at things you never would have considered as “media.”  Consumers are demanding that you “think modern” about what you offer and your brand.

What is it Good For?

Mashups scream innovations for your business, if you open your eyes to what consumers are showing you they want.  Give up the idea that products outside your industry or product class can’t add value for your customer or that your customer can’t add value to your product.

• After HousingMaps.com appeared, Google opened its mapping data to anyone to tap into; and they estimate 15 new mashups per day are being created using their data, mixed with someone else’s data or service.  They also hired the programmer who developed HousingMaps.com.

• The Washington Post launched Post Remix encouraging anyone to experiment with applications using its content (non-commercial only at this time).  Some of my favorite Post Remixes are the U.S. Congressional Vote Database and Amazon Light which list books associated with relevant content in the current edition of the Post.

• The BBC has opened its news archives to UK citizens, encouraging them to create something new from its news video clips in the hopes of learning from UK citizens about the nature and value of media in today’s modern world.

• Starbucks will soon be offering on-the-fly iPod fill-ups to get your caffine and MP3 fixes at the same time. (New York Daily News)

• Rollyo.com is a “roll your own” search engine.  You list up to 25 sites you trust or favor – they don’t have to be search engines, any web page or domain is okay.  Enter a search term and Rollyo searches through only your trusted sources to return Yahoo-style results.  Name your search roll to use again at any time, or use other people’s search rolls  Check out Diane von Furstenburg's or Adrianna Huffington’s personal search engines.

• Rand McNally created MapEngine which allows businesses to integrate maps, directions, and location search into their web sites.

To start you off, here are a few ideas for extremely simple “mashups” for your business communication or marketing:

• For a major product launch, consider providing your key media with iPods loaded with your press kit - images and videos of your product. GM did this for the launch of the Saturn Sky. (Adrants)

• Combine a blog and your online newsroom.  Blog software helps you update your newsroom quickly.  The automatic syndication feature (called RSS) built into blog software provides you improved search results.

• Try myGMaps.com to add an annotated map for your traveling events, pop-up retail, sales promotions or road show.   If you are more ambitious combine those pinpoints with photos, videos or location-based information or promotions. (note: free use of Google Maps is for non-commercial applications)

• If you are a writer, think about mapping the events of your story on an annotated map; or create a visual resume if you are a travel writer.

• Add an RSS feed to any web page using Nooked or FeedXs.

Open your mind to mashups by starting simple.  But think about where you can mash your product, service, experience, content or brands with things you consider unrelated – and let your customers lead the way.  Look around to see if they are doing it already.  Rethink what you own.

You may own your trademarks, patents and facilities - but the brand belongs to “us.”