On December 4, 2009, Friendster attempted to re-energize the brand with a logo updates. Traditionally, companies update logos when A logo acts as a bond between consumer and brand and visually expresses what the brand is all about. In this promotional video, the Friendster team tries (and fails) to drum up interest about the new logo.
When you look at that video, what do you see? Color, teens, skins for the profile. All great features that were highlighted too late in the game. Sorry Friendster, you have lost your spot in line.
What Friendster should have done was implemented the new logo a couple of years before, especially while other social networking sites were gaining ground. Why? Because it would have put the Friendster brand back on the map and would have re-targeted those users who might have left the Friendster network for another site. This new “Connecting Smiles” push would have been successful in getting the users who wanted fun customized profiles, a trait that Facebook clearly did not have. However, Friendster waiting too long and by the time they revamped their logo, no one cared. Not surprisingly, only a few weeks later Friendster announced that it had been sold to an internet company in Asia.
I guess Friendster had given up on “connecting smiles.”