Creating a new services brand to double share of the tech support market ➞
In 2007, USA Today ranked AOL 4th in a list of 25 things that shaped the internet. An early tech pioneer, they had provided premium internet service to millions in the late 90’s and early 00’s. For many, AOL was their first gateway to the World Wide Web.
But the media world had changed – from one-way broadcast to conversations that were fragmented, non-linear and niche. Stuck in an outdated model, AOL found itself suffering from a decline in subscriptions, revenue, morale and brand image. Following an unsuccessful eight-year merger with Time Warner, they planned to spin-off and become a separate public company.
Recognising its inflection point, AOL hired new management. Their goal was to create a company with a strong strategy and mission: to inform, entertain and connect the world with extraordinary content experiences.
“AOL is in a turnaround situation. It will take every ounce of blood, sweat and tears to make it successful.”Tim Armstrong, CEO, AOL
“Our new identity is uniquely dynamic. We plan on standing behind the brand as we take the company into the next decade.”Tim Armstrong, CEO, AOL
“The Internet needs better quality content. This is an ambitious mission but we are hiring, developing and encouraging the best creative talent in the world.”Tim Armstrong, CEO, AOL
Today, AOL has successfully reinvented itself as a brand-led company that invests in experiences that align with its mission. Home to a world-class collection of premium brands, it creates original content that engages audiences on a local and global scale.