Branding “Cool” in Digital Media Design

Electronic books have been around for quite some time, but how often do you really see people reading from an eReader device? For three years, Kindle stood out by offering a unique way to download several books wirelessly into a slim device in just 60 seconds. Now Apple has stepped up as a competitor with the launch of its iPad, a similar device where you can download books from Apple’s new iBookstore, surf the web, play games and MUCH more!

Kindle does not require monthly fees, service plans, or searching for Wi-Fi hotspots. Its entry-level model is nearly half the price of the iPad, weighs less, and its battery lasts for up to a week while the iPad’s battery only lasts for 10 hours.

On the other hand, the iPad comes with much more functions, such as surfing the web, watching videos and playing games. In addition, iPad’s colored touch-screen is 9.7 inches diagonally while the Kindle’s grey screen is only 6 inches.

The irony of our comparison is that despite the fact that Kindle was launched three years back, iPad is still more widely recognized! The reasons behind this are still up for debate, but at the end of the day it really is a question of brand power.

iPad is an Apple; products known for their stylish designs and great advertising campaigns. The company has pushed the envelope so far that it has practically destroyed its competition in the digital music world and is getting ever closer in taking over Microsoft as king of the computer. The first iPad advertisement was aired during the Oscars with a 30-second commercial showing everything it is capable of. It has also been advertised during well-known TV shows like Modern Family.

The medium that really made a difference in iPad’s favor was the use of mobile ads via Smart phones. At the exact same moment the iPad was first mentioned, Blackberry and iPhone users were receiving continuous data and photos regarding it, making sure everyone knew and talked about it.

On the other hand, Kindle has struggled to solidify a strong brand identity since its launch. What kinds of qualities do you associate with the Kindle, a product of Amazon? Besides selling books, what is the company Amazon really known for? While the company isn’t regarded negatively by the public, they clearly aren’t a name in “revolutionary” digital technology; at least not to the same extent as Apple. Despite prominent spokespeople such as Oprah Winfrey, Hilary Clinton, and Arnold Schwarzenegger publicizing Amazon’s Kindle, there just isn’t enough cool to keep pace with Apple.

Technology, it seems, is but a single aspect of our search for ground-breaking tech products.