Yahoo Plans To Redefine Its Brand

In a Q & A with readers on Yahoo’s corporate blog last month, new Yahoo (NSDQ: YHOO) CEO Carol Bartz was asked what the “one thing’ was that she would like consumers to instantly associate with the Yahoo brand. She took 187 words to say that Yahoo “means a lot of things to a lot of people” and therefore “relevance” might be the brand’s “clear strength.” Bartz admitted, however, that it was “something we’ve been thinking about a lot lately.” Now Kara Swisher of AllThingsD reports that, under new Chief Marketing Officer Elisa Steele, Yahoo has hired two firms to work on a major overhaul of Yahoo’s brand identity.

It’s not exactly clear what the brand remake will entail. However, Swisher says that several mottos are under consideration for the new Yahoo, including the rather bland “your home on the web.” She also cites sources as saying that the brand relaunch could come around the same time that Yahoo gets around to finally redesigning its home page. If “your home on the web” is the motto that Yahoo chooses that would seem to make sense, since the company is positioning the new home page as a place where people can see not only Yahoo content but information from third-party sites and services as well.