Yahoo’s latest branding campaign will be centered on trumpeting the company as the “home on the web” for advertisers and consumers, AllThingsD reports. For months, Yahoo (NSDQ: YHOO) CEO Carol Bartz has promised to overhaul the company’s brand image, which has experienced some drift the past few years. The launch pad: Advertising Week, which begins Sept. 21 in New York City.
Not much detail yet on what the branding campaign would be composed of, how much would be spent and if it was being handled by a third party. Yahoo reps declined comment. One source did tell paidContent that the company would be concentrating on stressing its ability as a “be-all, end-all” source for content with consumers, with the hope of ultimately inspiring advertisers to spend more on its vast supply display inventory.
Bartz routinely stresses that despite Yahoo’s less-than-stellar standing among investors and media professionals, it’s still draws a tremendous amount of traffic. So it does have something to build on, though not the kind of brand strength that can match that of Google (NSDQ: GOOG) or Microsoft (NSDQ: MSFT). But even Google has felt the need to advertise in order to raise consumers’ awareness when it comes products like Google Apps and the Chrome browser via out-of-home billboards and through its Google TV Ads service. Yahoo’s not alone in trying to shift the image of a portal: Earlier this month, AOL (NYSE: TWX) said it starting a brand revamp with help from traditional ad agency Leo Burnett.
That said, advertising can’t always work magic. After all, it took Microsoft several campaigns — from the Jerry Seinfeld series to the infamous Vom-Mom spot — until it settled on a set of ads that didn’t draw widespread hostility.
How would you rebrand Yahoo? The comment line is open.