Yahoo CEO Marissa Mayer has been trying to modernize the tech giant’s image through some game-changing shakeups in the past six months. You might remember her controversial stance on telecommuting and office culture. Now she’s driving a global rebranding effort to revitalize the ubiquitous, but tired, Yahoo brand.
To build buzz around the September launch of their new branding campaign, Yahoo is featuring 30 different “trial” logos each day for 30 days. There’s no doubt that this stunt is drawing media attention to the Silicon Valley legend and its efforts to modernize the brand image.
In the end, I believe the only way to make Yahoo great again is to significantly evolve the way the company does business. After all, slapping on a new coat of paint is only that, and the new paint will seem forced and trite if consumers cannot see the necessary changes happening at the core.
While the 30 logos in 30 days idea is interesting, I personally believe the design of some of these “trial” logos seem weak. I would have preferred bolder, bigger ideas that didn’t flop in execution. I’m hoping the final version unveiled next week lives up to the great brand Yahoo hopes to become.
Mayer deserves some major props because she has been successful in making big turnarounds at the company (pretty quickly, I might add) including rapid earnings growth, the acquisition of Tumblr and reshaping overall company culture. However, I believe the reception of this rebranding effort will greatly impact Mayer’s long-term legacy and effectiveness in the company.
What do you think? Will Yahoo’s efforts to rebrand themselves make them cool and hip again?