iPad magic saving the paper world.

Read today that Richard Branson, or excuse me, Sir Richard Branson and his Virgin is launching a magazine only for iPad. Tuesday next week there will be a press conference in New York about "Project", the working title of the project.

Virgin has done virtually everything else in media but magazine publishing, and perhaps the timing is connected to a new subscription solution that Apple is launching for iPad. But it's most likely also connected to the fact that Branson wants the Apple magic to rub off onto Virgin and himself.

But Branson is obviously not the only one to spot a business and brand opportunity. Most major news conglomerates are lining up to create iPad versions of the dying paper dittos.

And, by the way, we are still awaiting Rupert Murdoch and News Corp's The Daily, said to launch in December.

Recycled ideas

It's been a while since my last post. The reason for this is that I've been busy. Not a really good reason, so I'll try to make it up to you from now on.

Today I came across an advert for T-Mobile which mimics the famous Mac Ads, and at the same time ironizes over the lately more and more criticized Apple brand. I'm not sure what I think about it. An avid Apple lover, I too have not been completely unaffected by the latest flaws and stories concerning the Job-run giant.

Here it is, see for yourselves:

Over and out – we'll miss you Mac and PC.

A legendary ad campaign has come to an end: After 66 movies with Justin Long and John Hodgman starring Mac and PC, Apple has decided to abandon the famous and appreciated campaign Get a Mac. The "Why you'll love a Mac" campaign has now replaced all the fabulous Mac ads on Apple's website.

The campaign was created by TBWA Media Arts Lab, and it recieved an Effie in 2007 and was named the campaign of the decade by Adweek. It was probably the reason behind Microsoft's decision to hire Crispin Porter + Bogusky to fight back Apple's attacs on PC.

I have used the Get a Mac movies in many seminars and workshops and I promise they'll become even more famous in the afterlife.

Another gadget.

I recently wrote about how to avoid buying unnecessary gadgets. Well, I recently made a trip to the Big Apple and guess what, I've bought THE completely unnecessary gadget: the iPad (or maxiPad as it is called by some). They're not yet on the market here in Sweden and I couldn't resist buying the upsized version of the iPhone.

It started the day after my arrival. I visited the 24/7 Apple Store on fifth avenue and quickly found out the new 3G version would be released at the end of the week and so decided to wait. The day after the release I went back. In store after store (there are four around Manhattan) they were sold out. Both versions. And after much discussion with the Apple people I decided not to buy the 3G version after all since nobody could promise it would work in Europe. Now I just had to find a place where they weren't sold out. The day same day I was scheduled for departure I found my iPad. In the store on fifth avenue where my search had started a week earlier.

After returning home yesterday we have now been introduced and slowly getting to know one another. The problem right now is how to buy apps since it doesn't connect to the Swedish iTunes. But after mirroring my iPhone apps, at least I've got started with Spotify and a few necessities.

So, here she is:

Finding new interpretors.

I spent my lunch hour today listening to Roberto Verganti – professor at Politecnico di Milano – as he spoke about "Design Driven Innovation" at HDK design school in Göteborg. To be honest, I was a bit distracted during his speech – I am quite preoccupied by thinking about my own company and it's offerings at the moment – but some of the things he spoke of caught my attention.

His main topic discussed the fact that lots of companies today use design as an advantage in driving innovation, which makes it no advantage at all anymore (everybody is doing it). The challenge is instead to give meaning or significance to the products we make, in order to create an advantage. This is something I can relate to in my world of brands where the brand core is not about what a company does but how.

Roberto went on to speak about the importance new interpretors of a product/concept when working with innovation. He used Apple as an example (not very unique but a good example indeed) and how the company not only appointed Ken Segall as Creative Director, but also worked with designers who had never designed computers before. The outcome in 1998: The iMac, looking nothing like our idea of a computer (and the name was long debated too before "i" became the most used prefix in the world of technical devices), and the device "Think different" (it was dreamed up by an art director, Craig Tanimoto). The computer was a radical proposal on a market filled with grey boxes, but became a success, by fitting very well in a home environment, at a time when the Internet was exploding and people started surfing from home. (Read more about the birth of the iMac here.)

Roberto's final call to action was to find the new interpretors to create the advantage. Something to think about in the world of branding indeed.

Read more about Roberto and his new book "Design Driven Innovation" here and here.

The book by Roberto Verganti

An apple a day.

My first acquaintance with a Mac, 14 years ago, was a revelation. I was working at my first advertising agency and convinced I'd always get a headache when approaching one of those grey PC monsters.

Then one day a big box arrived, and from this box a new computer was unveiled. From the first moment we were introduced I realised I had met a computer that understood the way my brain worked (as you all know, computers are all creatures and work either for or against you). I've been an Apple fan ever since.

Today I became a proud owner of a new 15 " MacBook Pro. My old PowerBook G4 work horse has been a loyal friend for a stunning four years and three countries, and I am a bit sad to say goodbye. I hope my new beauty will be just as faithful.