A truly smart brand...

When shopping in-person at Indigo yesterday, I bought the latest in my series of (insert topic here) For Dummies books.

This one is iPad For Dummies, purchased to help me get the most out of my new 'essential business tool / really cool toy' – it really depends on who in my family you ask!

In the early days of Glue, I bought several of the books to help me learn about and run the business: Consulting for Dummies, Accounting for Dummies and Managing Business Change for Dummies. Since then, I've picked up several others – iPod & iTunes for Dummies and iMovie '09 & iDVD '09 for Dummies – to help me exploit specific new technological tools.

What really impresses me about 'For Dummies' books are their consistency:

• Packaging – the books are easy to spot on the store's shelf (helps me buy 'em), and each one is to distinguish from another on my bookshelf (helps me use 'em).
• Organization – each book follows a standard format (e.g., Contents at a Glance, Table of Contents, 'The Part of Tens', road-sign icons, detailed index), so I know what to expect and where to find stuff.
• Tonality – all the Dummies books I own have the same folksy language that's occasionally laced with gentle puns, but always very clear in delivering its message, making me feel comfortable when learning.

In writing this post, I've just discovered that there's a FREE For Dummies online reference library of articles and instructional videos on a vast number of topics, ranging from the six-step 'How to Unclog a Drain with a Plunger' (illustrated with still photos!), to 'How to Create Smart CD Playlists in iTunes' that includes helpful screen shots. Heck, you don't even have to buy this company's stuff to learn things!

Overall, I believe For Dummies books exemplify effective branding: they make a clear and relevant promise ('A Reference for the Rest of Us', now apparently updated to 'Making Everything Easier') and then repeatedly deliver on that promise.

Now that's smart business!

My new iPad: The thrill, the disappointment and a delightful surprise

My first Apple computer!

As a nearly 30-year user of Apple technology (remember the Apple II Plus anyone?), the time finally arrived when I was able to purchase an iPad. (Being the prudent person I am, I also bought an ICON screen protector, and after being nearly overwhelmed by choice at my Best Buy store, a padded black nylon Brenthaven carrying case.)

Naturally, there was enormous excitement when I unpacked the silent, shining black-and-chrome iPad.

The designer side of me relishes the simplicity of the all-white Apple box with its vacuum-formed insert and clear cellophane wrappers (that even have micro-sized dots on the flaps to tell you where to pull to remove).

Cardboard stiffener = cupholder tray!

But the eco-consumer side of me – disappointed by the lack of recycle-ability of much of the iPad packaging – was thrilled that the cardboard stiffener inside the Brenthaven case (which itself was packed inside a simple, recycled paper sleeve) was designed to be reused as a cup-holder tray! Its instructions read: "In our efforts to reduce, reuse and recycle, please punch out cup holders and recycle the rest. Thanks. Brenthaven."

So while I've (predictably) extended my engagement and passion for the Apple brand, I have become an instant convert to the eco-friendly Brenthaven brand and its Zero Impact commitment to the environment.

Do you think the time will come when Apple's commitment to user experience will catch up with today's ground-swell of eco-consciousness, and will lead the company to evolve its distinctive packaging into something less polished and sleek?