Contentinople - Erin Barker - News Bits: Yahoo to Unveil Rebranding

Written by Erin Barker

Monday, September 21. 2009 at 11:20 AM EDT Post a comment

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Yahoo Inc. (Nasdaq: YHOO) plans to launch a massive global rebranding effort tomorrow, The Wall Street Journal reports.

The new marketing campaign revolves around the slogan: "It's You!" (As in the Y from Yahoo stands for "You!") The slogan is, of course, concluded with Yahoo's famous exclamation point!

The beginnings of the campaign are already showing up in New York, with a huge Yahoo billboard in Times Square and Yahoo flat-screen TVs in Tasti D-Lite ice cream shops.

PaidContent has reported that Yahoo is shelling out over $100 million for this initiative, similar to the amount Microsoft Corp. (Nasdaq: MSFT) is spending to promote its new search engine, Bing.

Because the marketing campaign revolves around personalization, it will be accompanied by the launch of some new tools that will help users customize Yahoo products, WSJ says. According to BoomTown, Yahoo is also trying to stress its "huge size and scale" and emphasize Yahoo's consumer business "over all others."

In other news:

Because of Yahoo's new focus on its consumer business, other properties, like open-source email company Zimbra Inc. , are going to have to go, BoomTown reports. Zimbra, which Yahoo acquired in late 2007, is expected to fetch much less than the $350 million Yahoo paid for it. Potential buyers include Comcast Corp. (Nasdaq: CMCSA, CMCSK), Google (Nasdaq: GOOG), and some private equity investors.

Last night at the 61st Emmy Awards, after there had already been plenty of gripes about the changing nature of the entertainment industry, Web star Dr. Horrible (played by Emmy host Neil Patrick Harris) made an appearance to let the audience know that "television is dead." The clip is below:

Dr. Horrible's Singalong Blog, created by Joss Whedon, did win an Emmy in the category of "Special Class – Short Format Live-Action Entertainment Program."

Tags: Acquistions, Advertising, Video, Yahoo

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