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AOL rebrands as Aol

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We have a new mission: to inform, entertain, and connect the world - not with more of the same but with extraordinary content experiences. The internet has become tired and lazy and needs better quality content.

This is an ambitious mission, and we have a lot of work to do, but unlike most 21st Century media companies we are hiring, developing, and encouraging the best creative talent in the world.

Tim Armstrong, CEO AOL

Read the article AOL reveals details of rebrand to Aol (you can do this in the window below or follow the previous link to read the article in a separate window) and then consider answers to the questions below.


You may also like to read the following article as well, visit the Wolff Olins site and watch two videos of the AoL rebranding exercise:


Question 1

Define the terms:

  • Mission
  • Merger.

Question 2

Explain the functions of a business logo.

Question 3

Analyse the reasons why AOL feels that its brand needs a marketing makeover.

Question 4

With reference to AOL and other recent rebranding exercises, discuss the importance and role of branding in a global market.

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Investigate the disastrous merger between AOL and Time Warner and produce a 750 word report on why the merger went so wrong.

Begin your research with the following Why AOL Time Warner failed to change the world.