No you’re not!
The worst thing you can do in a branding campaign is tell someone you’re something that you’re not. So with that in mind when was the last time you thought Yahoo! as the “home on the web”?
It appears as though the online business is preparing to launch an aggressive brand strategy with the intent to position the website as the “end all, be all” on the web.
Unfortunately, things have changed. Yahoo! may have once been the home on the web. Heck, it was the mansion until Google came out of nowhere only a few years back. When crafting a new marketing message you can’t make bold claims that just aren’t true. It usually appears desperate and laughable.
We’ve had people call us in the past telling us they want to be the next (fill in the blank). I hate to tell you but branding alone won’t get you there. Show us how you’re different and we’ll do whatever we can to make sure everyone realizes it. Then, all you need to do is stand behind it and be passionate. Easy, right? If you’re really good it should be easier than it is difficult.
It will be interesting to see what the message really is when it launches later this month. But if what we read is true, it appears that Yahoo! is talking about what they’d like to be (or what they wish they still were) rather trying to figure out how to unseat Google. You can’t tell me how great you are, I need to see it. I’m hoping there’s more behind this than just a tagline. Maybe Yahoo! is actually reinventing its product. Maybe they’re differentiating from the other second-tier search sites. Maybe they’re doing something revolutionary that Google hasn’t yet considered.
Maybe. Maybe. Maybe. If that’s the case, brand the heck out of it!