How exactly does your experience marketing Huggies at Kimberly-Clark apply to marketing a technology like MSN?
People know online in terms of what they experience today, in terms of search or instant messaging or emailing. But really bringing together a portfolio of products that truly tap into providing a fantastic user experience, and providing the true sense of community online, has not yet really been tapped into by any brand. Really building the brand based on the user experience — that user insight — is pivotal to what we are doing here. The additional bonus is that we can do that in the context of the advertiser. Online provides a great forum for advertisers to connect with their users — more than just from an awareness or informational perspective — but truly at a community level. For example, for Pull-Ups and Goodnights, the online business is used for providing information. There are all kinds of relationship connections that MSN can really help the advertisers achieve and provide the ultimate forum to be able to do that. What’s it like making that transition from packaged-goods t
