Yahoo Sticks With "It's Y!ou," Expanding Pricey Ad Campaign By Pushing "Hero Products" and Relevance [BoomTown]

When Yahoo launched its massive advertising campaign--featuring the tag line, "It's Y!ou"--earlier this fall with splashy events in New York and slick marketing rollouts all over the U.S., not everyone at the Internet portal loved it. "It's not M!e," joked a longtime Yahoo exec to BoomTown in an email, one of many like it that I got from inside the company, all of which worried about whether the motto and ad effort had enough punch and point to get Yahoo back on track. Well, Yahoo is sticking to its guns, as it moves into the next phase of its efforts to revitalize its brand with more specifics about its products and "relevance. Full story...