New Branding Interview Questions With Yahoo! CMO, Elisa Steel
So far you’ve probably noticed that Yahoo! has shut down many of their old services such as Yahoo360 and GeoCities. And then you may have discovered that Yahoo! has released a new marketing campaign, homepage, search engine, and have started going nuts about selling ads in their new search result pages.
A lot is changing with Yahoo!, and even the famous yodel is subject to change. In fact, earlier last week, Yahoo! set up a mobile recording studio in the middle of Times Square and invited anyone passing by to record their version of the yodel. Lucky winners with the best yodel will become famous and earn bragging rights that their yodel is the official Yahoo! yodel. The yodel was one of the things discussed in the interview with Elisa Steele.
She offered assurance that Yahoo! was going to continue using the original yodel; however, to align properly with their promise of making Yahoo! all about about person relevance, they are going to be collecting personal yodels around the globe. In fact, in addition to setting up mobile studios, such as the one in Times Square, Yahoo! has created a web based Yodel Studio.
So you might wonder why would Yahoo! want to re-brand after 15 years of being one of the most widely recognized and successful companies in the world. It may seem strange that Yahoo is investing time and money into creating one of the largest re-branding campaigns ever. Yahoo decided to launch their new brand campaign is to remind consumers where Yahoo! is today, and the kind of services they can offer people in the modern era of the Internet today. Check out this video below that captures the exclusive thoughts of Elisa Steele behind the new Yahoo! marketing campaign.
This Q&A with Elisa Steele is the first in a new series of videos called Yahoo! Yodelcasts, hosted by Nicki Dugan, blog editor for Yahoo!
To stay on top of current events and news about Yahoo! I recommend reading their Yodel Anecdotal blog and subscribing to their RSS Feed. It wouldn’t hurt to pick up a subscription to their YouTube Channel as well.
What are your thoughts about the new Yahoo! and do you think that their new marketing efforts will cause you to switch to using Yahoo! Share your thoughts in the comments below.