"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.
Mancini: What was the creative spark, the inspiration behind The Daily?
Clayman: The inspiration was the iPad itself. When we all first got iPads and started seeing what was really possible, how it changed the way people interacted with media, it became clear that it really called for products that were custom designed for it. If you really want to engage the audience and take advantage of the platform, our thinking was you need to start from scratch.
JM: Your tagline is, ‘New times demand new journalism.’ Today we are telling stories in very different ways, and often in very nonlinear fashion. How is The Daily contributing to this evolution of information sharing?
GC: Instead of, “Let’s start with a piece of writing that somebody has and put some interactive elements onto it,” some stories begin their lives as images, some begin their lives as videos, some begin their lives as tweets. Stories are being told in different ways and in different mediums. The nicest part of this platform is that it lets you bring all those together into one place, into one product.
JM: What role does technology play in delivering on the creative vision?
GC: The entire thing. We couldn’t do what we do without the technology that exists. We are a technology product. We have built a digital newsroom and production flow that allows people access across all different forms and platforms. They can store everything in our system. Our whole system sits in the cloud. You can contribute if you are a writer or photographer, you can edit it, publish it from an iPad, from anywhere in the world. And, of course, there’s the application itself, which allows the magic to happen. The challenge has been tying all of these together seamlessly. We built the app, we built the back end, and we built the publishing system, all in six months, which is insanely fast. But we are very nimble and very aggressive.
— For their full IQ+A, download the complete first issue of IQ at InterbrandIQ.com.