Yahoo Is Better: Or That's What They Are Branding

Following their push to build niched portals, Yahoo announced the start of a new campaign: "Be A Better ..."

I like this, mainly because it will constantly group Yahoo and Better, going beyond being a better Fanatic (sports fans), Guru (knowledge from Yahoo Answers), Fashionista, Shutterbug, Traveler and Best Friend.... it constantly reinforces Yahoo with Better... hey if conventional weapons are not working go for subliminal advertising.

The scrolling words that roll like a slot machine suggest other categories to come... or maybe Jetsetter, TailGater and Explorer have positive thoughts and were used for effect.....

Either way I think Yahoo's best chance to make inroads into the Google search numbers are from creating large scalable communities and have the loyalty move to them.

For more about the new branding campaign check the site out. They have cool commericals.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.