socialmedian: Yahoo Will Spend More Than $100 Million To Try To Connect With You

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Yahoo Will Spend More Than $100 Million To Try To Connect With You

Source: TechCrunch

Sep 22, 2009

Summary

Yahoo unveiled a new branding campaign at a press conference in New York City, centered around personalization and connecting directly with consumers. The Web company’s new tagline is, “It’s Y!ou” (with the awkward Yahoo exclamation point in there). Yahoo wants to make the Web personal and it is emphasizing the various ways it does that through the Yahoo home page, search, and individual properties. The company will be spending “more than $100 million” on this new branding campaign, CEO Carol Bartz reveals.

Yahoo is so big that the only way it can speak directly to individuals is to make the message more about them than about Yahoo. Other slogans in the new campaign include “The Internet is under new management: Yours” and “The Internet has a new personality: Yours.” Just sticking the word “you” in an ad doesn’t make it any less generic, but Yahoo hopes to follow up on this promise by personalizing the Yahoo experience for each user. This extends to search, which rolled out a number of new features more broadly which were previously being tested (includi

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