America Online (AOL): Navigating the Ups, Downs and Changes of Online Service
Bradley W. Brooks, Steven M. Cox
May 1, 2017
Strategy & General Management
Rebranding, marketing, growth
Journal of Case Studies
It’s never easy for an industry leader to turn its back on everything that had fueled its extraordinary success. But when facing decline in the one industry that had propelled it to greatness, America Online (AOL) was forced to rebrand and refocus or die a painful death. As a result, many consumers in the mid-to-later-2010s, likely didn’t know that a former online service giant was now behind their favorite digital media websites – or how/why that relationship had ever happened.