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Note: This post is the 8th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Ingrid Michelsen who is our Director of Advertising Strategy at WhitePages. She’s been working tirelessly to ensure that all of our site changes enhance or at least don’t negatively impact how we generate revenue on thie site. More information in the post below. Enjoy!
As WhitePages’ Director of Advertising Strategy and one of the ad sales department’s representatives on our internal Branding Committee, the company’s rebrand initiative posed a number of questions regarding how to stand for our new brand principles with 100% integrity for our site users, while also maintaining our advertising revenue streams (which, in turn, keep our service entirely free). A clean, user-friendly site isn’t necessarily at odds with advertising, but we were most likely going to need to make short term financial trade-offs in the hope that we would be able to drive long term customer loyalty and real marketplace differentiation—the best advantage an ad sales organization can have.
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