Making Meaning With A Domain Extension

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,
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 at Bonehook in Portland, Oregon.