According to reports Yahoo is working on a brand overhaul to mend its image after events last year caused the firm to spiral out of control, so much so it had to change leadership with its long term chief executive Jerry Yang stepping down.
But it seems Yahoo's new chief executive, Carol Bartz, was not enough to mark a new start for the company, even with her focus on efficiency and order that led her to cut back 10 per cent of staff.
Sources told Wall Street Journal reporter Kara Swisher that the rebrand is likely to be focussed around Yahoo's latest homepage design relaunch and that it would be run by the firm's new chief marketing officer, Elisa Steele.
Yahoo has reportedly hired a brand consulting firm called Landor Associates to help out.
Questions raised at Bartz's first shareholder meeting demonstrate how needed the new image is. Bartz was asked why Google was so much more profitable than Yahoo.
"We have a very different model than Google," Bartz was reported by Swisher to have said. "It has a cleaner process."
"Please this direct comparison model to Google is not fair and is frankly not relevant," Bartz later added.
Bartz was then asked why Facebook is more popular than Yahoo even though it has better products.
Bartz replied Yahoo was working to make its offerings more social.
Finally Bartz was asked why Yahoo always said at shareholder meetings it was doing a great job and then did not deliver.
Bartz asked attendees to bear with her.
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