New Media Pioneers
Greg Clayman in conversation with Jeff Mancini
We’re only beginning to come to grips with the unexplored frontier of content delivery the iPad opens up. And charging headlong into the future is News Corp.’s The Daily—the first iPad-specific daily publication. The Daily’s publisher, Greg Clayman, is one of the pioneers helping to map this world-changing terrain.
Twenty-four hours after Elizabeth Taylor passed away, The Daily published an 80-page tribute to the legendary star.
Greg Clayman on brand consistency
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.
Greg Clayman on what’s next
I mean, it's funny go look at "Blade Runner," it doesn’t look so crazy anymore.
Greg Clayman on branding a new platform
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.
Greg Clayman on staying on message
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.
About Jeff Mancini
Jeff Mancini is Senior Director, Digital Strategy for Interbrand New York. When asked, What’s one thing you would change about the world if you could? Jeff answered: "I’d rewire everyone to be optimistic. Because optimism will breed the courage needed to change the world."
IQ on Youth