It also explains why Bank One set up Wingspan as a separate operation with a distinct brand.

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Driving brand equity with an online publishing operation borrows from traditional marketing and media disciplines, but in practice has already become a highly specialized and evolving skill.

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Part of the process is creating a brand and a marketing strategy for your operation.

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The FORBES sales team is now building and managing a mirror operation, calling it a brand newsroom.

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Most importantly, however, the toxic nature of the News of the World brand was in danger of contaminating the whole News Corp. operation.

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But sensitive to this outfit's reputation and distinctive brand, Schwab has moved slowly to integrate it into the larger operation.

FORBES: Charles Schwab, Version 4.0

Too lazy to download and install the brand new Android SDK yourself and don't feel like tweaking an AVD for optimal operation?

ENGADGET: Android 4.1 SDK hands-on Hands-on

He still is deeply invested in Africa, operating a fuel distribution network under the Oryx brand (but unaffiliated with the newly public company) as well as Addax Bioenergy, a biofuels operation in Sierra Leone.

FORBES: Billionaire Returns To The Iraqi Oil Game With New IPO

In a bit of scrambling news, discovery retail operation Birchbox announced today that it has acquired Paris-based competitor JolieBox, establishing themselves as a global brand without missing a single day of business.

FORBES: Birchbox Goes Global, Acquires Paris-Based Copycat 'JolieBox'