How Would You Rebrand Yahoo?

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Yahoo has been battered, bruised and beaten up in the business world as it has undergone multiple reorganizations, appointed its third CEO in two years and fended off an unwanted takeover by Microsoft. New CEO Carol Bartz and new Chief Marketing Officer Elisa Steele are hoping to bring it back with branding, and have tapped Landor Associates for the assignment. Yahoo has also recently overseen a review with its longtime agency OgilvyOne, which will be expanding its duties to include global marketing -- international being one of Ms. Bartz's priorities.

Carol Bartz
Carol Bartz
But we want to know what you, dear reader, would do to strengthen Yahoo's brand. If you had been given the task, how would you, as Carol Bartz said, get Yahoo's "mojo back in the marketplace"? Send your ideas to editor@adage.com or leave them in the comments space below.

And remember, while the industry chatter focuses on the challenges, consumers haven't seemed to notice Yahoo's travails. Consumers still have a largely positive view of the purple- and Yodel-branded portal, according to YouGov's BrandIndex, and it is the second-most-visited site in the U.S., according to ComScore. Yahoo had 151,262 unique U.S. visitors in May, up almost 6% from 142,925 during the same month last year.

So maybe your job won't be so hard after all.

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