AOL revealed a new “branding position” recently. It’s “Aol.” Lower case letters. The brightest and best minds in the business came up with this - so it has to be good, right? Once again, a big brand is finding out that the big companies (e.g. big ad agencies) are no longer the “safe choice.” Makes me almost want to give up this business or at least puke a little bit.
AOL (sorry, I mean Aol.) better launch some new marketing efforts that strive to better connect their customers to themselves and to one another. It’s telling that they have really have bet the farm on the fact that they will have to attract new advertisers. What’s going to change there that will finally be of interest to advertisers? “Content” they say. Man, that train has left the station. Come on Timmy (Armstrong) try another one and please don’t use the word “engagement” on us. AOL has been holding their customers back for years.
Aol should be looking at implementing ideas/services/products that finally liberate and modernize them. Dear Tim; Don’t try and grow your customer base just yet - first, help your current customers grow. Lead them forward and retain their business. Only then will those golden advertisers follow. Represent your customers well and advertisers will follow - not the other way around.