Report: Yahoo Planning Major Brand Makeover

Image rehabilitation courtesy of Landor Associates

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The launch of Bing has, according to report after report, worked near-wonders for Microsoft.  Now, it looks like Yahoo’s going to take a shot at reproducing those effects with a significant (though not name-altering) makeover effort of its own.

Do you think of Yahoo as a second-rate Google?  Or perhaps as the company that refused several reasonable acquisition offers?  Kara Swisher wrote late yesterday evening, "Yahoo is working on a massive plan to overhaul its brand in order to repair a damaged public image and focus consumers on what defines Yahoo."

Elisa SteeleTo this end, Yahoo’s chief marketing officer, Elisa Steele, has apparently hired Landor Associates.  Landor is a brand consulting firm that’s worked with impressive entities like Alfa Romeo, De Beers, Research in Motion, and even the U.S. Department of Homeland Security, so it should have a lot to offer.

One thing that remains unknown, though, is just how much money Yahoo’s contributing to this effort.  Microsoft put around $100 million behind Bing, after all.

 Another mystery is what sort of direction the brand overhaul might take . . . when asked last month about "the one thing that you would like consumers to instantly associate with the Yahoo! brand and the products you create," the best one-word answer Carol Bartz could provide was "relevance."

And finally, there have been no hints as to what sort of timeframe Yahoo’s execs have in mind for the overhaul.  So stay tuned and hold tight.

Report: Yahoo Planning Major Brand Makeover
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  • Binger

    Bing’s success is the product itself. not the marketing, marketing only good if you have a product support it.

    I have said 100 times, Yahoo’s refuse to cooperate with microsoft is the most stupid thing in the world. The stupidity goes to the yahoo shareholders.

    I used to think the new CEO would be wiser, but not what i thought.


    So Yahoo is going to change it’s name to Woohoo and what, expect to start making some money?

    What they need to do is mirror their advertising shop to be just like Google’s — same rules/guidelines, processes and dealings with advertisers (you know, the people that GIVE them money). I’m talking about advertising policies and what happens on the back end IN the departments that bring in revenue.

    Yahoo turns away over a million dollars a year from me, that I would absolutely LOVE to spend with them, but no, they turn me away.

    To me, they are a bunch of monkeys driving the company straight off of a cliff.

  • http://www.playingcardsandmore.com Tom

    I hope Yahoo is able to get it’s act together, competition is a good thing. Google needs someone like Yahoo to it sharp. Good Luck Yahoo, I hope you play your cards right!

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