IQ+A: The Daily's Greg Clayman on News Corp.'s iPadazine in the Cloud

"If you go and look at something and it looks different every time you see it, like completely different, it’s hard to establish a brand, it’s hard to establish a voice. We have an editorial voice and we have a very specific looking feel and it’s one that allows for a lot of latitude. 

The next question is — as tablets evolve and as screens converge — how do we bring a distinct voice to this new role? What does that look like? We’re excited that we have in a short time already created a brand and a point-of-view that we can bring to that world as it evolves. 

As a brand you want people, whether they’re reading your emails or looking at you on the iPad or at an app you’ve created, you want those people to all come away with that same message."

— Greg Clayman, publisher of News Corp.'s four-month-old The Daily subscription publication for the iPad, to Jeff Mancini, Interbrand's New York senior director of digital strategy

Click below to read an exclusive excerpt from their interview in the launch issue of IQ — Interbrand's new journal exploring the ideas and issues that are pushing the boundaries in the art and science of branding.Continue reading...