I don’t like being a brand commentator, sitting on the sidelines sharing what’s wrong with brands, without offering something positive. And I feel that way with Yahoo! As a brand consultant, people hire me to help create brand strategy. Were Yahoo! to hire me, here’s what I’d do. (Earlier in the month I wrote about What’s The Idea? process which covers Discovery, Fermentation and Boil Down. Here’s how I’d handle Discovery.
I was watching cyber security conference video last week and a senior level Yahoo! Security officer was leading the talk. He was smart, witty, believable, and committed. He is what I call a Poster – someone willing to share and help the public learn. Sadly, this gentleman who has since moved on to a big job at Facebook, was stowed away at corporate not seeing the public light of day. With Yahoo!, often all we get as the viewing, investing and using public, is Marissa Meyer playing offense and defense. Mostly from a stage.
I suspect there are scores of people like this security office at Yahoo! and these are the people I would speak to in Discovery. These are the body organs that drive a brand. That fuel the brain. That feed the mouth.
At Yahoo! we’ve been getting a modicum of brain and a lot of mouth. A good brand discovery would help go all deep dish on the company.