A Quote by Jerry Yang
Yahoo is a consumer brand. It is a consumer brand that allows people to get what they want from the Internet in a way that only Yahoo can deliver it.
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Yahoo is still in many ways the definitive brand of the consumer Internet, but I don't think they can or should compete with Google any longer. That game is over.
Yahoo is positioned for accelerated financial growth. We have a powerful consumer brand, a huge global audience, and a highly profitable operating model.
Yahoo is a battleship. If you've ever seen a battleship, they're gigantic, and Yahoo is gigantic in the terms of consumer Internet companies. To turn a battleship takes a long time, but once you turn that battle ship the right way, it's a battleship, and it can really inflict some damage on an enemy or competition.
Xerox did OK in moving to digital in the commercial space. They didn't do well in the consumer market, but they're not a consumer brand. They don't even know how to spell consumer.
The Internet and Yahoo are firmly established as 'must buys' for brand advertising.
You've got to be very insightful about your brand, who you are, and what you mean to people. You've got to be able to inspire the whole organization behind that vision, so that every touch point the consumer experiences with the brand is reflective of that same brand promise.
A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.
The only leverage the manufacturer can apply to the retailer is his relationship with the consumer. And the main element in profit growth is going to have to lie in making his brand more valuable to the retailer, through its being more valuable to the consumer. And that means his brand must be unique, it must have no adequate direct substitutes - because it is in this, after all, that value lies.
For every grand and finely worded statement by the CEO, the brand is also defined by derisory consumer comments overheard in a hallway, or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best you can only guide and influence it.
Google is a consumer brand and people need to be comfortable. If we were just an advertising brand we wouldn't have the same concerns. We've always tried to promote transparency and choice among our users.
The closer a brand can cozy up to a consumer with a message along the lines of, 'We're all in this together,' the better off a brand will be.
As for the endpoint market, vendors such as McAfee and Symantec hold tremendous brand equity due to their consumer products. This of course translates to brand awareness in the enterprise, too.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
I myself am a builder and get totally excited about building Yahoo! as a brand and building it into a bigger and better company. That's what I intend to do.
Whatever you and your team decide your new brand will stand for, deliver on that promise. That's the only way you'll ever control your brand. And beware: brands always mean something. If you don't define what the brand means, your competitors will.
The fashion consumer likes a high-low mix - I want to be a brand that represents that.
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