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【經濟日報╱編譯于倩若/道瓊社二十五日電】 2009.06.26 04:16 am
消息人士透露,雅虎正在推動大規模翻新品牌的計畫,以修補受損的公眾形象,並告訴消費者雅虎的定位。
為了豎立品牌形象,雅虎公司試過各種招數,包括殺人雷射(killer laser)和誇張的黑人爆炸頭,也嘗試過死而復活的小狗,當然也包括唱約德爾歌(yodel)。現在,許多內部消息人士透露,雅虎正在研究全面翻新品牌以找出新定位。這項翻新品牌計畫由雅虎新任行銷長絲蒂爾(Elisa Steele)主導。
為了勝任這項任務,絲蒂爾已經聘請知名品牌顧問業者朗濤公司(Landor Associates),並找來外部顧問鮑爾溫(Penny Baldwin),此人曾經是廣告巨擘Young & Rubicam公司的高階廣告主管。
雅虎曾聘用奧美廣告公司(Ogilvy & Mather)和席格蓋兒公司(Siegel & Gale)處理策略品牌事宜。消息人士說,奧美仍持續與雅虎合作,但不清楚席格蓋兒是否仍參與其中。
熟悉內情人士透露,雅虎的品牌翻新計畫可能環繞著最新推出的網站首頁設計。今年1月接任執行長的巴茲(Carol Bartz )決定延到今秋才為雅虎首頁改頭換面。
究竟該鎖定什麼主題定位雅虎的未來?誠令雅虎高層傷透腦筋,許多與雅虎類似的網站仍是網友心中重要的入口網站。絲蒂爾不久前曾與雅虎高階主管討論未來可能的方向。她回顧雅虎過去混亂的行銷歷史,並為未來提出一些粗略的想法。
絲蒂爾團隊曾考慮的行銷標語包括「雅虎就是你在網路的家」。但雅虎能否成為網友心中甜蜜的家,目前尚難定論,這取決於該公司準備砸多少錢翻新品牌。以微軟公司為例,該公司正斥資1億美元推廣並行銷剛推出不久的Bing搜尋服務。Google這個品牌則幾乎不需要宣傳,Google鮮少花錢行銷,但Google在多數消費者心中,已成為「搜尋」的代名詞。
雅虎的品牌行銷無疑是業界大事,因為它是全球屬一屬二的網站,且擁有很高的品牌辨識度。巴茲一再強調把雅虎行銷成知名品牌的重要性,雖然她曾多次對內和對外表示對紫色的厭惡。
【2009/06/26 經濟日報】
雅虎救形象 首頁要換新
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Re: 雅虎救形象 首頁要換新
台灣的雅虎點進去首先就先看到統派媒體的新聞標題. 所以我早就把首頁改成空白. 要搜尋時就用快捷列. 不過 Google 也好不到那裡去, 搜尋出來很多都是簡體網站.
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Re: 雅虎救形象 首頁要換新
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