Today's Hard|Forum Post
Today's Hard|Forum Post

Sunday January 17, 2016

AOL Considering Ditching Its Brand Name

The company is facing an image problem and believes that taking on a new moniker may help. AOL already tried this kind of thing back in 2009, which was apparently unsuccessful.

"The Aol name has many associations that people just can’t get past," says Sam Wilson, global principal at consultancy Wolff Olins, which led the company's rebrand in 2009. "The worst merger in history, charging old ladies for dial up, and 'You've got mail.'" Wilson believes that even though the company has built up its credibility with advertisers on its business-to-business side, it needs to kill the "AOL" name for its ad products.