SEO News

Building The Yahoo Brand Around the World

by , Comments

In the article: Yahoo-Uber Brand, BusinessWeek's Ben Elgin takes a look at what Yahoo is doing to build their brand outside of the U.S.

What's clear, though, is that Yahoo's efforts will revolve around extending its own core brand. To achieve this, Yahoo hopes to emanate the same wacky vibe that pervades its yodel-filled domestic ads. The key, says [Cammie] Dunaway, [Yahoo's chief marketing officer], is to do things nobody has done before, often with an edgy approach. In Taiwan, Yahoo launched an ad campaign where users gleaned clues off the Web and billboards to discover who got a fictional supermodel pregnant. And in France, Yahoo hosted late night evenings at supermarkets where singles could pick up a Yahoo purple basket to demonstrate their willingness to meet someone. "You have to work engage [customers] in your marketing," Dunaway says.

The Original Search Marketing Event is Back!
SES DenverSES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Register today!

Recommend this story

comments powered by Disqus