Your experience is your brand.

Irony: Wired magazine's iPad app keeps crashing.

Wired is in the magazine business. Or they were. But the second they released an iPad app, they also became a player in the app business, and the user experience business, and the "maintain your brand over more platforms" business.

Back when it worked (like three weeks ago), it was a good magazine app. Different content, optimized layouts, links and videos, etc. Print subscribers could download issues for free. Great.

But... Something happened, and now the Wired app is decidedly not wired. To use their own label, it's quickly approaching tired. It would be one thing if this were Vanity Fair, but this is Wired - aren't they supposed to be hip, cool, and tech savvy?

There's aother lesson here in brand: I'm pretty sure Wired didn't actually code this themselves, after all, they're in the magazine business. But it doesn't matter, it's still their name on the app, and their customers who are frustrated.