"Advertisers should not make the mistake of trying to recreate classic
Web advertising models that gather metrics like impressions and
click-throughs…a better strategy is to create great branded mobile experiences that
drive interactive usage and brand awareness. Successful brands have
leveraged mobile to extend their overall brand equity, not necessarily
to turn on a new revenue stream in the mobile channel." – Dave Sloan
image: gizmodo
That may be a large part of what makes them successful brands.