Aug 05
by Martin Sejas
You’d be hard pressed to meet someone who hasn’t heard about Paypal today. It plays such an intrinsic and important role in our daily lives that we don’t know how we could do without it.
But guess what?
Paypal cheated. What I mean is that they were never meant to become the powerhouse online brand they are today.
Now maybe I’m being a bit unfair but the truth is that Paypal used an online branding strategy like no other. And they pretty much killed off the competition.
How did they do this?
One word: contraction. Yes, Paypal’s hugely successful brand strategy can be summarized with this one word.