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]

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.