AOL is reinventing itself and asserting its individuality in every possible way. First came the news of AOL becoming independent internet entity and the makeover began with redesigning of logo. Now the next revelation is that AOL will go lowercase and become ‘aol.’, pronounced as ‘aol dot’, so it won’t be an acronym anymore but will leave room for extension such as ‘aol.music’. And what is the marketing strategy and campaign plan to compete with giants like Google and Yahoo? According to AOL CEO Armstrong its marketing and advertising funds are minimal and the brand campaign is going to be very inexpensive affair.

It was in news that AOL had taken help of Leo Burnett for tweaking new brand image. AOL is indeed treading on unbeaten path with a different marketing strategy which is perfectly in place. They are investing in product and services which will speak loads about the brand and spread the word. They want to attract millions of net users with their versatility, product features, interesting sites and services. I guess this makes sense. In the online world it is enough to create a ‘buzz’ and the word spreads like wildfire. And the real worth of brand is determined by its product and not by catchy campaigns. Moreover in the times of recession there is no point in spending on packaging what can be spent on content!

Via PaidContent