SutherlandGold to aid RealNetworks in fortifying brand

SEATTLE: RealNetworks is focusing on developing a stronger consumer brand, particularly as the digital music market continues to explode.

SEATTLE: RealNetworks is focusing on developing a stronger consumer brand, particularly as the digital music market continues to explode.

While consumers use the company's digital media players for everything from streaming music to watching video clips online, Greg Chiemingo, VP of corporate communications, said he wants to develop a single focus for the brand, regardless of how people use the company's technology.

"What our brand means to consumers is what we are focusing on," said Chiemingo. "The brand means many things to many people, depending on how they use our services. We want them to associate the core brand with media playback, so everyone is on the same page."

To help RealNetworks with that, the company has hired SutherlandGold Communications to focus on PR for its popular Rhapsody music service. SutherlandGold will help differentiate Rhapsody's streaming technology from other popular digital music services, including Apple's iTunes.

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