Brand Fixer #1: Yahoo Gets Fixed—Fixing One Brand At A Time
The Brand Fixer Pledge
The Brand Fixer is on a mission to find & fix poorly functioning brands and/or logos of said brands.
In most cases the brand and/or logo is beyond help or recovery, so the Brand Fixer adopts, and practices, the most humane method of brand repair: Duct Tape.
The results are dramatic. See for yourself.
The Brand Fixer uses professional judgement in determining which brands and/or logos need to be fixed, as well as latching onto any hyped up media story of the hour.
The Brand Fixer pledges to be the first, or last, on the scene to assist and give appropriate aid, whenever and where ever it is needed. Your brand may be of a local geographical locality, but the Brand Fixer is global.
Unless you really have been living under a boulder for the last few years, then it should come as no surprise that the Brand Fixer has to take immediate action on this long suffering—by suffering I don't mean it's own suffering, but the suffering it has impaled on the poor consumer—brand.
The Brand Fixer actually hates to see the actual logo design Duct Taped up as the Yahoo logo is not the problem in this case, but as we all know: a brand is more than the logo. Actually, in this case, the brand is far less than the logo.
Yahoo deserves little sympathy for the collective actions of the management, board and general lack of vision and self—if you haven't logged onto Yahoo for a while, then just prepare yourself for that half-page horizontal advert! Yahoo has seen itself slowly eaten from the inside out with news topping crises' like: Yahoo CEO lies about Computer Sciene Degree on CV & Yahoo bungles chance to make Flickr a leading force in social photography.
The Brand Fixer has a sworn duty to perform. Yahoo has done everything within it's power to destroy itself from the inside-out.
The only course of action: Yahoo has to be fixed. Prepare the Duct Tape.
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