Jupitermedia CEO Alan Meckler
Ziff Davis Enterprise Has A Name Problem!
I recently suggested that Ziff Davis Enterprise had a public relations and business problem. Ziff Davis Media (one of three Ziff Davis branded media companies) filed for bankruptcy last week. The once great ZD name is sullied for the time being for all three ZD entities. Now ZD Enterprise, owned by the private equity firm Insight has a tarnished name. The knee-jerk reaction by the average ad agency and vendor is the following: "Oh you represent Ziff Davis, aren't you in bankruptcy?"
Recently appointed CEO Steve Weitzner of Ziff Davis Enterprise acted on Friday to try put out the "rumor" fire that anything ZD was tainted or bankrupt. His letter or plea will probably fall on death ears. A tainted name or brand is difficult to clear.
It will be interesting to see how Ziff Davis Enterprise handles this dilemma?
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That is one of the dangers of branding... the bigger they are, the harder they fall. Since almost everyone knows "Ziff Davies", it is rather tough to try to part hairs and talk about "enterprise" and "media".