Don’t look now, but the iPad just stole your brand.

Don’t look now, but the iPad just stole your brand.

Lines this weekend stretched for blocks around stores in New York and Los Angeles. 700,000 units are estimated to have been sold. That’s a big number. Everyone is talking about it as a technology and social phenomena.

Not since 1450 has technology become such a cultural event. Back in its day, moveable type was a revolutionary technology: it recorded the Renaissance, Reformation and the Scientific Revolution and laid the material basis for the modern knowledge-based economy to education and inform the masses.

But, in 1450, it was about ideas. Not the paper it was printed on or its packaging. There is the issue and the problem. The iPad is only the package and it has superseded the content and the power of the print brand.

Today it’s about the packaging, not content.

We seem to like this process. Remember when Vaudeville was repackaged? They called it Radio and when it was repackaged it became television.

If you are a journalist, a writer or an artist, are you losing your voice to repackaging?

In an attempt to deliver “eye candy” for the sake of attention, are we commoditizing the value of the message? When did content, that was king, become the present?

Don’t let the creative get in the way of your message and commoditize your brand.

iPad ABC iPad NPR iPad Men's Health

Publications dedicated to print and digital media, need to protect their Intellectual Capital, not simply repurpose it in another medium. In doing so they are diluting their core brand .

iPad USA Today iPad WSJ

You keep score. Media brands on the iPad from Day one.

Issue:

How should I leverage new technology to enhance my core brand?

Here is a review of the current status. Click here to read more.

http://adage.com/mediaworks/article?article_id=143115

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