The document outlines a proposed brand strategy for Yahoo! to revitalize its brand and attract new mobile app users. It identifies Yahoo!'s business challenge of declining mobile traffic and increased competition from Google. The strategy targets young professionals and families with an emphasis on convenience, efficiency and entertainment. It proposes aligning Yahoo!'s brand promise with users' expectations by positioning the brand as a personal assistant that is always there to inspire and make their day easier. The implementation section details redesigning the brand identity with colorful personalized experiences and fully integrating existing services for a seamless user experience. An engagement campaign utilizing online, offline and guerrilla marketing tactics is also proposed.

1. Revitalizing the brand and
attracting new users

2. Outline
1. Yahoo!’s
Business
Challenge
2. Proposed
Brand
Strategy
3. Implementa?on

3. Yahoo!’s
Ups
and
Downs
Source:
Yahoo!
Finance

4. Currently
Focusing
on
MaVeNS
(Mobile,
Video,
Na?ve
and
Social)
Source:
A.T.
Kearney
global
management
consul?ng
firm
*See
exhibit
2-­‐4
for
further
details
• Unique
Visitors
(US):
#5
site
151M
(-­‐12%
in
a
year)*
• Search
market
share:
8.44%*
(Google
–
75%)
• Revenue:
– Mobile:
$252M
in
Q2’15
(+54.6%)
– PC:
$872M
(+5.3%)

5. What
Do
Users
Think?
Source:
Team
Survey

6. Reasons
to
Believe
&
Brand
Percep?on
Hamper
the
Brand
Promise
Yahoo!:
Users
Feel:

7. Yahoo!´s
Brand
Posi?oning,
Personality
and
Iden?ty
Brand
PosiMoning
“As
a
leader
in
daily
habits
like
email,
entertainment,
news,
and
sports,
we
strive
to
inspire,
delight,
and
entertain.
By
infusing
our
products
with
beauty
and
personality
driven
by
our
users,
every
Yahoo
experience
feels
made
to
order.”
Brand
Personality
• Experimental,
whimsical
and
fun
• Fast-­‐moving
• Young
at
heart,
yet
sophisCcated
Brand
IdenMty

8. The
Current
Campaign:
YA-­‐WHO?

9. Outline
1. Yahoo!’s
Business
Challenge
2. Proposed
Brand
Strategy
3. Implementa?on

10. The
Vast
Majority
of
Users
Will
Eventually
Become
Smartphone
Dominant
Smartphone Dominant
Today: 18%
Smartphone Dominant
In Near Future: 67%
0%
5%
10%
15%
20%
25%
30%
35%
18-­‐34
35-­‐64
18-­‐34
35-­‐64
Male
Female
Users

11. Internet
User
Segments
…is
my
friend”
..is
everything
…
is
a
tool”
…is
email
....
is
family
fun
Target
audience
Smart
phone
dominant
See
exhibit
1
for
further
jus?fica?on

12. Insights:
The
Target
Audience
Expects…
...nice
and
clean
design
...new,
cool
and
fun
stuff
and
gadgets
...things
that
make
my
life
easier
...good
and
entertaining
content
…friendly
brands
and
products
...to
share
experiences
…a
bejer
world
See
exhibits
5-­‐8
for
further
details

13. Aligning
the
Brand
Promise
with
the
Target
Audience’s
Expecta?ons

14. Yahoo!´s
Brand
Posi?oning,
Personality
and
Iden?ty
Brand
PosiMoning
“As
a
leader
in
daily
habits
like
email,
entertainment,
news,
and
sports,
we
strive
to
inspire,
entertain
and
make
our
users’
life
easy.
With
simplicity
and
clean
design,
we
provide
our
users
with
a
tailored
and
convenient
Yahoo
experience.”
Brand
Personality
• Experimental,
inspiring
and
fun
• Fast-­‐moving
• Young
at
heart,
yet
sophisCcated

15. The
Assignment
Increase
mobile
app
users
and
usage
Target
Audience
+
Insights:
Young
professionals
and
family
starters
Expects
efficiency,
convenience
,
simplicity
and
entertainment
Desired
PercepMon
Change
Make
Yahoo!
Mobile
on
the
top
of
people’s
mind
Main
Message
“Always
there
for
your
inspira8on,
making
your
day
easier
and
more
fun”
Reasons
To
Believe
Context-­‐aware
services
Access
to
tailored
content
and
services
Seamless
and
integrated
user
experience
User-­‐friendly
design
Innova?ve
features
Brand
Personality
Experimental,
inspiring
and
fun
Fast-­‐moving
Young
at
heart,
yet
sophis?cated
Crea?ve
Brief

16. Outline
1. Yahoo!’s
Business
Challenge
2. Proposed
Brand
Strategy
3. Implementa?on

17. Re-­‐vamping
The
Brand
Iden?ty:
Colors
For
Fun
and
Inspira?on
• Clean
up
the
messy
web
site
• Play
with
colors:
– Retain
purple
as
the
flagship
color
– Change
colors
in
line
with
weather
and
loca?on
– Use
different
background
colors
for
different
web
page
categories
– “Personalize
your
Yahoo!”

18. • Tailored
recommenda?ons
• Yahoo!’s
exis?ng
services
fully
integrated
• Providing
a
seamless
user
experience
• “Always
there”
Your
Own
Personal
Assistant:
Making
Your
Life
Easy

19. Your
Own
Personal
Assistant:
Making
Your
Life
Easy

20. Crea?ng
Engagement
Online
media:
• Product
videos
on
YouTube
and
Facebook
ads
• Post
user
experiences
using
#YahooRemindedMe,
#YahooRecommended,
#YahooAlwaysWithMe,
#PurpleAssistant
• User
generated
videos
from
pilot
users
and
influencers
on
Yahoo!’s
YouTube
channel
• Video
contest
where
users
ask
Yahoo
to
give
them
personal
assistance
Offline
media:
• Create
a
buzz
through
interac?ve
bus
stops
and
billboards
• Facade
projec?ons
Purple
Guerilla:
• Guerilla
stunt
with
employees
hipng
the
streets
performing
personal
assistance
for
random
households

21. Crea?ng
a
Buzz:
Interac?ve
Bus
Stops

22. would
have
told
you
to
stay
off
the
highway
Crea?ng
a
Buzz:
Interac?ve
Billboards

23. Coming
to
your
neighborhood
#PurpleAssistant
The
Purple
Guerilla:
An
Army
of
Personal
Assistants

24. Video
contest
where
users
ask
Yahoo!
to
give
them
personal
assistance
Crea?ng
a
Buzz:
Personal
Assistance
Stunt

25. Q&A
Team 4: Thomas Senneset | Daniel Murillo | Preetha Majumdar
Franck Legrand | Yvonne Wikinger | Alexander Kudasov