Making Meaning With A Domain Extension

power_of_dot_org.jpg
Financial services company, TIAA-CREF, is playing up its status as a nonprofit organization with a new ad campaign from Modernista which includes a new web site, powerof.org.
Gareth Kay, who leads the planning department at Modernista said, “We talked to a bunch of participants and a bunch of prospects in focus groups,” and the emphasis on TIAA-CREF’s nonprofit status “felt like an interesting place for the brand to stand.”
The dot-org focus led the focus group members to perceive TIAA-CREF as “more focused around their needs,” he added, and “unique versus the competition.”
[via TNYT]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.