Comments on: Aol. and dynamic branding: When is it a good idea?

By: Scott Lerman

Scott Lerman — Tue, 17 May 2011 13:19:55 +0000

Miles, Roger: I was being a bit glib. But the stock’s descent is a good illustration of what happens when a brand loses focus–both in its overall business and identity. I still think it’s possible for them to carve out a great future if they can make hard, clear choices.

By: Roger van den Bergh

Roger van den Bergh — Tue, 17 May 2011 12:15:39 +0000

Well put Miles: One more illustration that the perception of any company is determined by many variables. It is therefore difficult, if not impossible, to measure the effect of the visual component of an identity program. I assume this is caused by the strategic nature of our business. Advertising on the contrary is easy to gauge, as it usually is based on short term campaigns.

By: miles newlyn

miles newlyn — Tue, 17 May 2011 08:10:04 +0000

@Scott…haha! I’d say that was a typical effect of ‘dynamic’ branding, since the more useful 5 year chart of Aol is similar to that of Google, who also use ‘dynamic’ branding, but alast there are other factors at play.