Comments on: AOL’s new identity – is cosmetic surgery enough? http://brandhabits.net/2009/11/24/aol-new-identity/ Mon, 26 Jul 2010 01:24:49 +0000 hourly 1 http://wordpress.com/ By: Brandhabits http://brandhabits.net/2009/11/24/aol-new-identity/#comment-94 Fri, 27 Nov 2009 22:28:34 +0000 http://brandhabits.net/?p=220#comment-94 Ian, thanks for the comment. There’s certainly a lot of debate over the craft and intent of the logo. Some of it may be justified, some not. But I think it’s hard to judge it completely until we see the great unveiling on December 8th.

Great post on your site by the way…

]]> By: Ian Thomas http://brandhabits.net/2009/11/24/aol-new-identity/#comment-93 Fri, 27 Nov 2009 14:58:38 +0000 http://brandhabits.net/?p=220#comment-93 Andy: Enjoyable post. I’m glad you didn’t get as distracted by the aesthetics of the branding rather than the re-brand and the key issue of the nature of Aol’s proposition in the future.

Your idea about realising the potential of its latent user community to become a touchstone brand in a much more fragmented media environment is an interesting one.

I just wonder if they will be able to reinvent themselves rapidly enough to take advantage of the opportunity? However I suspect you’re right that there is equity in the brand from this point of view – if only they are able to bring that to life as well.

I’m keen to see what Aol say next when they formally unveil their brand strategy in December (8th, I think) – assuming it really is about ‘Aol – the brand’ rather than ‘Aol – the branding’!

I’ll be interested in your views if there is more news to dig into.

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