The Branding of the start-up company

April 2006, MySpace founder Anderson (Tom Anderson, thirty-year-old) as usual to visit MySpace.com, he saw a member called kSolo karaoke link, his love of singing at once test the karaoke on this site.

The following day, he suggested MySpace co-founder (Chris DeWolfe，forty-year-old) to have a look of this website. After Dewolfe tried the site, they invited kSolo founder, Nimrod Lev from New York to meet up in Los Angeles. At the same time, they asked News Corp. Chairman Peter Chernin to pass the information to Chief Executive Officer Rupert Murdoch regarding the kSolo website.

In a week, the media giant bought on kSolo, the expansion of MySpace's territory. MySpace is a cultural phenomenon. It is a purely social space; the main users are young people at their 20s. Most content are users profile, photos, music, videos, blogs and links.

The successful start-up companies usually have a soul, born on the understanding of the needs of the users, and would also like to have a precise vision of smart businessmen. Anderson, of course, is that "soul", wearing his hat truck, wearing flannel shirts (no matter how hot), and straightforward personality.

Anderson and DeWolfe hate norms, so that they adhere to the site of an open, anyone can browse, join the community, publish an article, and therefore the start of the financing difficulties. Anderson recalled: "At that time, investors say, your site is not professional, how users can control the page? Ugly design."

DeWolfe said, almost all the people say: "The output of the users is not going to make you money." But luckily, in February 2004, eUniverse had a new president Richard Rosenblatt, who supported the idea of the social website.).

He told Anderson and DeWolfe: "This is the future trend." He let them recruit senior technical staff and add additional server.

Even if the eUniverse lost four million a quarter, and no surplus in the social website, he still provided funds for MySpace, because he felt that these 2 people were the most creative marketing people that he had ever seen.