Brand MarketingAOL Uses Branch to Entice Broadband UsersBy Ann M. Mack |June 26, 2003ShareBy Ann M. Mack |June 26, 2003ShareNEW YORK In yet another example of America Online trying to lure broadband users with exclusive content, the AOL Time Warner Internet unit this week launched a new program featuring artists performing a full set of music.Singer-songwriter Michelle Branch kicked off the program by performing special renditions of seven songs from her new album, Hotel Paper, on AOL for Broadband.The new series, called Sessions@AOL Full Set, figures into AOL’s broadband strategy. In April, Dulles, Va.-based AOL rolled out a new, enhanced broadband service, which looks to leverage its parent company’s content and other exclusive offerings to entice at-home broadband users to pay $14.95 per month in addition to fees for its high-speed ISP.Evan Harrison, vice president and general manager of AOL Music, said, “Creating differentiated programming for our broadband members is an integral part of our strategy.”Branch’s Sessions@AOl Full Set builds on a month-long push on AOL in support of her sophomore effort. Adweek Adweek