Brandwise, Fledgling Appliance Web Site Signs Off

Brandweek,  May 29, 2000  

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NEWYORK--The dot-com bloodbath claimed another former shining star as Brandwise.com shut down its consumer site last week after the cost of customer acquisition got too expensive, said CEO Kathy Misuna. The seven-month-old site may reorganize as a business-to-business operation; however, all but a handful of employees were let go.

A venture between Whirlpool, Hearst and Boston Consulting Group, the site offered consumer information in addition to selling appliances and other items. Many saw it as a key part of Whirlpool's online efforts. The site went live in October 1999, a little behind schedule, and partially missed the 1999 holiday season.

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