Yahoo! needs an ad campaign. Close your eyes and think about the last Yahoo ad campaign you saw. What comes to mind? Nothing. You probably remember the sound mnemonic of YAH-HOOO! and not much else.
The brand element most associated with Yahoo today is Marissa Mayer. That’s okay for a huge corporate entity like GE or Berkshire Hathaway, but not a tech company. Ms. Mayer needs to get her face out of the news. And rather than allowing journalists to decide what’s news, e.g., earnings, traffic, search, Ms. Mayer needs to let an ad agency decide. It’s what they are great at. Let the agency burnish the image. Yahoo! has the money. And it wouldn’t take that much.
David and Goliath, 72 and Sunny, Deutsch could all give Yahoo! a much needed shot in the arm. Yahoo! has a lot to offer, but it is a horrible promoter. It needs an outsider to come in to refresh, reboot and make the company proud again. Yahoo! tried to do this on its own — it has not worked. Wash the tech off your hands and let some professionals image builders help.
September 20, 2017 in Marketing
The second most important and difficult task in brand building is adherence. The most important task is actually developing a brand strategy. I’ve written about adherence before, a borrow from the medical community, because it is so, so important. The initial adherence task for the marketing and brand team is to get senior management on […]
September 19, 2017 in Marketing
A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of […]
September 18, 2017 in Marketing
One of the things I dislike about advertising can be summed up by the words of an ex-client many years ago. He killed an ad made by some reasonable craftsman at FCB/Leber Katz saying “It just doesn’t do it for me.” Client’s prerogative, but not helpful. I coined the term “like-ometer” after that meeting. Judgmental […]
September 15, 2017 in Marketing
I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff […]
September 12, 2017 in Marketing
A number of years ago I subscribed to an advertising magazine called Lurzer’s International Archive. It showcased the best ads in the world every month. I often found creative people thumbing through Archive looking at pictures and ideas inspiration. M advertising work in those days was in technology. Often with Bell Labs engineers. When they […]
September 11, 2017 in Marketing
Every business needs a promotion, something to jump start revenue when things are slow. My go-to promotion for the last few years has been a “Free Day of Planning.” I offer up my services for one day, free of charge. Try before you buy. I had an opportunity to do some strategy work on Heineken […]
September 8, 2017 in Marketing
There’s a chain of fast food chicken restaurants in NC called Zaxby’s. I’ve yet to eat there but am sure it’s competitive with others in the space. I’ll have to do some research. Yesterday I had a couple of meetings and presentations in which I discussed the “Fruit Cocktail Effect.” When a brand tries to […]