Spring Design's dual display Alex enters the fast-growing eReader marketplace.

Winner of best-of-show at CES 2010, Spring Design’s Alex Reader has a lot going for it: It’s the only dual screen reader based on Google’s Android platform to fully integrate web browsing and reading. From the outset, it gives readers access to over one million Google books. And it will be heavily promoted in the US through Borders.

Of course, Alex needs a lot going for it, too. While hardly mature, the eReader marketplace now features entries from all of the major players, with several lesser-known contenders weighing in as well.

Heading the new reader’s brand, name and identity development, San José, California-based Liquid Agency engaged longtime collaborator Applied Storytelling to provide the messaging framework to support the eReader at launch.

Geared to bring clarity and consistency to communications that must be perfectly tuned to create a space for the reader amidst the din of the burgeoning category, messaging focused on Alex’s target: the “real reader” (versus, say, the skimmer)—the individual who reads as a matter of habit, and a way of life.

Beyond individual messages building on the eReader’s distinctive features and benefits, Applied Storytelling also crafted a Real Reader Credo, which begins with the premise of “reading unlimited” and states a belief “in the power of the curious mind unfettered.”

Sample headlines and copy concepts, a common feature of Applied Storytelling messaging deliverables, also gave a boost to pre-launch creative.

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