Branding – Keep going on
In June 2005, the News Corporation came to knock on the door. Murdoch bid 580,000,000 U.S. dollars to buy MySpace's parent company. Anderson and DeWolfe were in a dilemma. At this point, the parent company of MySpace has been renamed Intermix Media, needed capital to maintain the website of vigorous growth, but they do not want this "anti-authority" site to be authoritative ruled.
They yielded at the end. Although they were very resistant to other companies to buy, but Murdoch ensured them that he will not interfere with the operation of the site. DeWolfe was convinced and they decided to stay as chairman and CEO. Toward commercialization gradually mind violation MySpace moved from Santa Monica to Fox Interactive at the Beverly Hills office. It was very different from Santa Monica even including having a lunch. However, DeWolfe does not hate here, because it let them realise the reality: they no longer have the site.
Anderson said more clearly: "I can do anything before, but now I need to seek consent from more people, the budget, procedure, I, of course, feel suffering, but it is not an obstacle." However, having the backing of Rupert Murdoch, MySpace now has more surprising programs. In addition to set up the sites in the United Kingdom, Australia, France they also plan the sites in nine European and Asian countries.
What will MySpace be exactly? DeWolfe's goal is to make it into a "Stylish Brand" However, a brand must have their own ideas, the site of the growth and evolution, people have been difficult to define its style. Will Anderson and Dewolfe be happy to keep working in the corporation? Anderson said, ‘’ As long as there are fun, I always wanted to keep working, and I think this can last for a long time."
But Dewolfe replied ‘’As long as every morning we are still happy to go to the company to maintain a certain degree of autonomy, to lead the website to the direction of ... ... "He paused:" As long as we have fun in work."
Branding, not to be confused with Marketing, plays an important role in companies nowadays all over the world.
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How the brand emerges and how it can keep going on? Take MySpaceâ€™s story as an example.
The soul of modern brands, is consitency.