Adapting a digital brand to user needs

Johnson, Rachel
April 2006
Brand Strategy;Apr2006, Issue 201, p48
Trade Publication
The article focuses on the marketing and advertising strategies of online search engine, Ask.com, citing its efforts to adapt its brand to suit the Internet audience and rival its larger competitors. The company has launched the concept of asking questions and getting answers to help with its marketing strategy, has implemented viral marketing programs and a public relations campaign to publicize the company.


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