Yahoo. A Portal and Pages Strategy.

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Carol Bartz was let go yesterday and not a moment too soon.  A smart lady out of her element – she, a good enterprise tech blocker and tackler – Ms. Bartz in the near term will be replaced by an army of herself.  An army of bankers and financial advisors that will chase the numbers — chase and plot the lines of business.  An army that will evaluate global growth, sales, competitors whiles using Wall Street formulas to predict market capitalization.  Not one Carol, 20 Carols.  And while this is happening the call will go out to high level search firms and tech recruiters.  The board of directors, headed by adman Roy Bostock, will do some trail covering and soul searching and become a story in and of itself. This is how we do-oo it.

But what needs to be done here, as well, is a brand audit and a brand plan. A brand plan is an operating principle guided by consumer needs…delivered in the form of the product experience, marketing and messaging. People think a brand plan is about messaging alone and they are wrong.   

All the financial work the numbers consultants will do is important. The CEO hire is important, but what Yahoo IS and what Yahoo DOES (for consumers) is more important. This is called the Is-Does.  Right now Yahoo IS a Portal. And what it DOES is serve web pages.  Yahoo wants to be an innovative content company, but hasn’t delivered.  If consumers can’t pass the Is-Does test, it’s a fail.  Right now Yahoo’s Is is weak. And the Does doesn’t.

My prediction:  in 12 months there will be a new CEO, a new logo, a new campaign (Yahoo would be smart to keep ad shop Goodby), and no brand plan.  Brand diaspora, brand diffusion is what kills great companies.  Stop the madness. Peace!