Oxygen is a full-service communications company that does communications, advertising, public relations, and plan-and-buy media for its clients. It also has a TV network with Internet operations. Oxygen has a strategic branding approach for everything it does. Its divisions work together to establish the brand. Its managers argue that a brand is a personality.

Brands can create thoughts, feelings, and communications regarding the perception of a product. Oxygen's products in branding are targeted at women. Television is an important part of Oxygen's marketing mix. It ran a woman-centered ad during the Superbowl that generated a great deal of interest in the company. Oxygen also has a grassroots program that created a mobile demo unit so that people could interface with potential customers.

Four pavilions were set up in different markets around the country to raise the company's profile. The company also worked with local universities to find out what women want in their media brands. Finally, Oxygen became involved in community service geared toward women in local markets. More information about Oxygen can be found at http://www.oxygen.com.

Questions

1. Why does Oxygen's management argue that the company has to make sure it is communicating consistently across divisions?

2. How did Oxygen determine the market of women?

3. How does Oxygen relate to women?