Yahoo to Unveil Branding Campaign

(sub. req.): Yahoo will introduce a new branding campaign this week, its first to market the company overall since the Super Bowl 2002, and one which seeks to highlight the company’s increasingly important role in the lives of its users…

Four television ads will be introduced on cable and broadcast networks as early as Thursday. Various Yahoo users, including former California Gov. Gray Davis, offer personal testimonials about how they use Yahoo.

MediaDailyNews: Yahoo’s new tagline seeks to position the Internet brand as more than a place to find things: “Yahoo is the life engine.” The word “engine,” in this case, is meant to convey a feeling of empowerment and the idea that Yahoo offers everything a person needs to accomplish things in their personal and professional lives. Yahoo also wanted “engine” to call out an association with high performance, quality, and innovation. Holy God, what baloney…

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