What do you think of when you see the letters A-O-L? Chances are you're probably shuddering at the thought of the dial-up days when you would write e-mails offline and then log on to send them. Good times.
Well, a decade later, AOL, which not surprisingly has seen its share price tank in recent years, is working on creating as many niche content sites as possible. AOL plans to launch at least a dozen in the next six months. That's wonderful. The brand has produced some great sites, especially its Fanhouse site for sports.
But wouldn't you change the name? The brand has tremendous recognition, but it's like Ovaltine wanting to reinvent itself. The name has recognition, but the first thing that comes to mind is something that was popular years ago. How about renaming their online content unit? Otherwise, all you think of with A-O-L is O-L-D.
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