yahoo’s brand mistakes vs. google’s brand mastery
When the folks at Knowledge@Wharton, the publishing arm of University of Pennsylvania’s Wharton School of Business, asked me to contribute an opinion piece, I was thrilled. The editor provided only two general guidelines for the piece: 1. it should be tied to a brand in the news; and 2. it should convey an opinion (not just data or analysis.)
Hearing last week’s news that Yahoo was putting up for sale its core search business, I could think of no better topic to cover! Given that I have studied and written about the Google brand for awhile now, I definitely had an opinion about Yahoo’s too. All the fumbles and stumbles that have characterized Yahoo’s brand approach sharply contrast with what seems to be very smart and creative brand management on Google’s part.
So, I’m pleased to share my piece: A Tale of Two Brands: Yahoo’s Brand Mistakes vs. Google’s Brand Mastery. Please check it out — and I’m pretty sure, you have your own POVs about both brands, so please do share them. Comments open below!