Great moments in marketing: The Washington Post reports on AOL’s upcoming blogging software & service.
AOL has dubbed its service “AOL Journals” because its surveys showed that members found the word “blogs” confusing, said Rick Robinson, AOL’s vice president for community products.
So, let’s get this right. Under a headline that says AOL is releasing blogging software, there’s a quote from an AOL executive saying, in effect, that AOL users will understand what a “Journal” is but not what a “weblog” is.
Sorry AOL, the train has left the station on this one. If it quacks like a blog and walks like a blog, then it’s a rose that smells the same as any other metaphor.
The category is already named. The “space” is already labeled. Save yourself some re-branding expense later and call it a “weblog” service. If you don’t, your “members” will be even more confused. I could go on, but I don’t want to be too helpful to people who believe surveys can defy the laws of common sense. (via Doc Searls)