Rebrand at Yahoo

Yahoo is reportedly working on a major brand overhaul, according to Kara Swisher of All Things D, who always has the inside scoop on the...

Yahoo is reportedly working on a major brand overhaul, according to Kara Swisher of All Things D, who always has the inside scoop on the company. Not really a surprising report, though, given a fitful year that included numerous acquisition/partnership talks, new competition, a new CEO, and new CMO who is also remaking the comms department. From Swisher:
Now, in what many sources at the company said is a major push, Yahoo (YHOO) is working on a massive plan to overhaul its brand in order to repair a damaged public image and focus consumers on what defines Yahoo.

The effort is being spearheaded by newly installed Chief Marketing Officer Elisa Steele.

To take on the task, she has hired both well-known brand consulting firm Landor Associates, as well as an outside consultant named Penny Baldwin, who was a former top exec at brand and ad giant Young & Rubicam.

Yahoo had formerly been using Ogilvy & Mather and Siegel+Gale to work on strategic branding issues. Ogilvy is still working with Yahoo, sources said, but it is unclear if Siegel+Gale still remains in the mix.

The new branding of Yahoo, said several people close to the situation, might be built around the latest relaunch of its main home page design.

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