“But they’ve been trading on that history for a long time and it’s had some diminishing returns. “AOL was one of the first internet super brands,” she said. While AOL still has high brand recognition, it’s mostly from a nostalgia perspective, said Melanie McShane, senior director of strategy at Siegel + Gale.
“Shedding the vestiges of dial-up internet has been a huge drag on the AOL brand, and the category it has played in has been disrupted several times by world-leading brands like Google and Apple.”
"The death of the AOL brand should come as no surprise to anyone,” said Daniel Binns, CEO of Interbrand NY. A new era of the internetĮxperts agree AOL is the obvious brand to put on the chopping block, as it has repeatedly tried and failed to distance itself from dial-up internet. Yahoo even released a brand campaign featuring its new positioning just as the news of the sale broke. While both Yahoo and AOL suffer from lost relevance on the modern internet, Apollo clearly sees more equity in the Yahoo brand. Once a part of that mash-up was Tumblr, which Yahoo bought for $1.1 billion in 2013 and sold for a mere fraction - $3 million - to Automattic, which owns WordPress, in 2019. Most recently the roll-up has simply been known as “Verizon Media.” The AOL-Yahoo mash-up has undergone various brand iterations since both companies’ acquisitions by Verizon for a collective $9 billion in 20, respectively, (remember Oath?). The brand will be phased out in Verizon’s $5 billion fire sale of its media assets, consisting of AOL and Yahoo, to Apollo Global Management, announced Monday.įrom now on AOL, which consists of digital media companies including HuffPost and TechCrunch, as well as a roll-up of early ad tech assets including Convertro and Millennial Media, will be bundled under the Yahoo brand. If you were born anytime before the millenium, chances are you can still hear the screeching sound of an AOL dial-up connection booting on your desktop.īut the iconic America Online brand, the gateway to the web in its early days, is officially no more.
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