Problem: While the name America Online went a long
way toward solving Quantum’s identity crisis, naming was
just the beginning. How should AOL be positioned in the marketplace,
and in the mind of the consumer?
Solution: Boscobel held a Brand Destination Workshop™ to
guide AOL in creating a brand identity that would rise above
the din of the marketplace. The original tag line, “So
easy to use, no wonder we’re America’s fastest growing
Internet service,” is still used today in a modified form
befitting AOL’s market dominance: “So easy to use,
no wonder we’re number one.”
Part of the Boscobel branding process is a “branding
map” of desired attributes for a product or corporate
brand. This is the actual map developed for America Online
during the Brand Destination Workshop.
More branding success
stories.
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