Internet Entrepreneurs, The

The Lycos business strategy

The Lycos business strategy has been a major exercise in brand building. Significantly, the company has not attempted to subsume any of the companies it has acquired. Rather it has sought to build the brands within the 'Lycos Network', while at the same time cut costs through the centralization of much of the sales and marketing functions.

'The Network is modeled after the proven branding models used by every major media company in the world,' says Davis, writing in the last company annual report. 'Simply put, we divide our audience by viewer interest or demographics into one of many properties - each with its own brand and personality. The properties are then aggregated into the Network to take advantage of sales ...