Yahoo! has been in the news recently more than I can remember. Firing CEO Carol Bartz has generated quite a lot of buzz. I am not sure that it is good or bad for the brand. On the plus side, perhaps it is making the brand realize there is only one way to go, and that is up. On the downside, could the transparency be the undoing of Yahoo!?
With all due respect, I have never been a champion of the brand. Often times I have been more neutral than negative. For brands positioning themselves effectively, neutral is probably worse than negative. Usually negative views result in many positives on the other end. In other words there are brand champions over there.
Even before I embraced technology and dove head first into the social media space several years ago, Yahoo! seemed to less savvy and clunky than its competitors. Facebook, Google, Twitter and other technology companies seem to stay ahead of the quickly evolving world of innovation. Yahoo! seems to always trying to play catch up. Even though I will probably never be a brand champion, I do hope Yahoo! finds its place and survives.
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