CNET Networks grew from being a single brand (cnet.com) into a much more diversified internet media organization with over a billion dollars of company/brand acquisitions including ZDNet, mySimon, GameSpot and others. With this evolution, CNET’s vision (focused on technology alone) was no longer “big enough” to serve the entire organization.
Hans led the development of a new corporate vision, mission and set of corporate values reflective of the now larger network. This strategy, which was embodied in the mission statement-- “we create more authentic, richer web experiences” served as a north star for the organization and its core businesses and brands.
In addition to repositioning the parent CNET Networks Brand, Hans and his team created the overarching brand architecture and strategy across the organization for core brands like CNET, ZDNet and mySimon. Hans also successfully segmented CNET and ZDNet, the company’s two largest and most important brand franchises.
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