Column: Yahoo!'s rebranding work has just begun

06/28/2007 | Advertising Age (tiered subscription model)

With its leadership stabilized, Yahoo! must take the critical step to redefine its core brand strengths, according to Allen Adamson, managing director at Landor Associates and author of "BrandSimple." "To make it into the future the company is going to have to stop playing around the edges and focus on one thing to be really, really good at -- better than any other brand -- and put all it's efforts, marketing and otherwise, behind this," he writes.

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