Yahoo up their own derriere – the $100 million rebranding that won’t work. Not ever.

A few years ago I chaired a series of lectures or something like that for some of the best advertising students in Britain.

They had to do an exercise on selling Yahoo, and the overwhelming impression I formed was that whilst the students were quite bright, Yahoo had no idea what they were selling or why anyone should prefer them to Google.

Now I see Yahoo is spending $100 million on a rebranding campaign. Research reveals – says Advertising Age – that “users want the web to be more personally relevant”.

Yes, they paid to find that out. For nothing I will tell you that everybody wants everything to be personally relevant. This is why they buy things, you cluckheads.

But let us turn aside from such idiocy, and note that Ogilvy & Mather has created a campaign “of outdoor and print executions that spout generic-sounding affirmative slogans such as ‘There’s a new master of the digital universe: You,’ while showing people dancing and skateboarding against colorful backgrounds. It also modified a version of the marketer’s familiar yodel in TV ads.”

Pretty vomit-making stuff which assumes the customer is a moron – not a good idea, said David Ogilvy – but more to the point, utterly irrelevant. Why do advertising people imagine you change the way people see your brand – and consequently get them to buy more – by sticking new labels on old jars? Expensive ones in this case.

You don’t. A brand is formed (as David Ogilvy also pointed out) of a myriad impressions; but these start with what it is, not a series of childish messages. Moreover, once a brand’s image is fixed in people’s minds that image is hard, almost impossible to shift. To achieve that very difficult trick you have to DO something different. For instance, Skoda’s image did not change until Volkswagen started making their cars.

Mind you, I imagine they all know that at Ogilvy & Mather – but who can turn down that many millions?

It isn’t working, clearly, or Yahoo wouldn’t have just called in Goodby, Silverstein to the rescue. But they can’t make water run uphill either.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

3 Comments

  1. Ian

    Drayton, you are so right.

    Every time I upgrade some of the free-ware programs I use, they stick Yahoo's search bar on my browser and I have to clean up after. I very carefully watch for the tick box to untick, and they still do it.

    While yahoo continue to pay companies to violate my PC without my permission, they will remain scum in my book.

  2. Hey Drayton! I would love to share this post via other social media outlets and give you some extra buzz–but you don't make it easy, mate!

    Why not put a “share this” widget on your blog posts so we can do our “viral” thingy for you?

    As usual, you're right on the marketing money with this one–is David rolling his eyes up in heaven or what??

    Apryl

    1. Loved the content on the agcney wank link.If you want to discover a different approach to selling copy go compare and contrast these ads to one Drayton wrote for his agcney Treaner Harvey Bird and Watson. It starts with the headline Five years ago they laughed when we urged .

Leave a Reply

Your email address will not be published. Required fields are marked *