AOL Hides Brand to Garner New Audiences
Posted by Bezhou Feng on 17 May 2008 - 14:24 · 11 comments & 4326 views
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Full name: Bezhou Feng
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Full name: Bezhou Feng
Forum name: Sagittarius
Contact: via forum PM
Submissions: Normal · Headline
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#1 Posted by theyarecomingforyou on 17 May 2008 - 15:40
- But the website has "AOL | My AOL | Mail | Make AOL My Homepage" at the top - hardly discreet. That article is a load of nonsense.
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(3 replies)
#2 Posted by HalcyonX12 on 17 May 2008 - 16:35
- AOL also implies ads and other nags built into software, as well as dumbed down interfaces and programs, and an ignorant culture.
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#2.1 Posted by theyarecomingforyou on 17 May 2008 - 17:11
- Several years ago I would have agreed but I've found their free email service to be excellent, as well as one of the few with IMAP support when I signed up two years ago - I use it as my default account and have yet to receive a single item of spam. The AOL portal is also very clean and their advertising campaign is now responsible, particularly after the disaster that was their mass CD campaign. It's disappointing that you can't see that and instead choose to perpetuate inaccurate information; it reflects poorly on you.
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#2.2 Posted by Mr Fish on 17 May 2008 - 20:09
- ^ True. I wonder if AOL really does seem so "bad" in the eyes of their site's target audience. I remember the millions of cd's and AOL being the constant butt of every joke. All of which not so true these days.
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#2.3 Posted by Airlink on 18 May 2008 - 20:36
- (Mr Fish said @ #2.2)^ True. I wonder if AOL really does seem so "bad" in the eyes of their site's target audience. I remember the millions of cd's and AOL being the constant butt of every joke. All of which not so true these days.
People have long memories but not much patience. If they learn not to like a certain brand, it's very hard to get them to un-learn this.
AOL figures that to grow its audiences - and draw additional advertising the company crucially needs to offset plunging revenue from its shrinking base of Internet access subscribers - it must break from a one-size-fits-all model and let its specialty sites set their own designs and editorial tone, shedding the AOL brand when necessary. "AOL currently implies legacy. It implies old. It implies out of date," said Rob Enderle, an industry analyst with the Enderle Group. "If you want to attract a new, young audience to a site, attaching 'AOL' is probably a kiss of death. They are wise to use the new individual property brands."