HUFFINGTON POST — May 3 — eHarmony is run by someone with an unabashed religious and social mission? A company that by its own admission has rejected over a million people for reasons that range from not being "happy enough" (on a happy-meter they handily provide) to being divorced too many times, to being gay. eHarmony isn’t just a brand; it’s an ideological vessel, a brandologue. A Christian-founded, marriage-oriented matchmaking website. It’s legitimate for a competitor to call eHarmony out on its agenda. This week, Chemistry.com launched an advertising campaign that takes on eHarmony boldly and directly. TV commercials and print ads challenge eHarmony’s agenda and invite women and men who are seeking a relationship on their own terms to join Chemistry.com (View them on YouTube). FULL ARTICLE @ HUFFINGTON POST
Mark Brooks: eHarmony is getting beaten up for being discrimantory. However, they have a brand to build and a brand needs to be focused to be successful. I’m surprised they haven’t tried to launch new sites under new domains to cover the market more thoroughly, like Spark Networks, or FriendFinder or Zencon Technologies. This strategic blunder points towards their underlying mantra. They’ve left wide open areas of the market up for grabs.