AOL-Time Warner's Branding Lesson
from the brands-matter dept
A quick look at some of the branding lessons learned from AOL-Time Warner. The most basic is that existing brands matter. Companies with established brands that tried to build their own new “web” brands found it to be a waste of time (examples: Pathfinder and Go.com). However, companies were forced to do it so they could spin something off to get super high internet valuations. Now, with more reasonable valuations setting in, people are coming back to their senses and seeing the web as yet another channel – but not as a seperate business.