Yahoo to launch new brand campaign

Aligns brand and product strategy around users’ experiences

Yahoo! said that it would launch a $100m branding campaign designed to place the company at the centre of people’s online lives.

The new campaign ‘Y!ou’ will be launched on September 28, 2009, in the US and October 5 in the UK and India, and extend into 2010. It will also reach major and emerging markets worldwide, including Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan.

Carol Bartz, chief executive officer of Yahoo!, said: Today the web and your world are inseparable. Hundreds of millions of people use Yahoo! to get the information they need, connect with friends and family, and be entertained. We are about creating online experiences people find meaningful, relevant, and fun.

The move comes after Yahoo! entering into a 10-year search partnership with Microsoft, under which Yahoo! will power its sites with the new Microsoft Bing search-engine technology, and Microsoft integrates aspects of Yahoo!'s search software into its own web search platforms.

In the last two months, Yahoo! has brought many changes to its core products such as, its homepage providing users access to their favourite content ad sites on any screen from a single web location and Yahoo! Mail offering photo sharing, editing and access to productive apps. It has also added high-quality video calling to Yahoo! Messenger.

The company said that, extensive consumer research has led to the brand campaign. Input from Yahoo! users all over the globe emphasised the importance of simplification and personal relevance.

Elisa Steele, executive vice president and chief marketing officer of Yahoo!, said: Our vision is to be at the centre of people's online lives--to be at the place where their world meets the larger world. Our new branding will focus on people--the power and promise of 'you'.

This is much more than an advertising campaign. It's about how Yahoo! delivers its promise to the market in everything we do. Our brand strategy shows our commitment to delivering personally relevant online experiences.

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