A Tale of Two Brands: Yahoo! Inc. (YHOO) Mistakes Vs Alphabet Inc (GOOG) Mastery
The latest upswing for Alphabet, parent company of Google, comes as fellow tech giant Yahoo is mired in increasing challenges to stay afloat. In this opinion piece, author and branding expert Denise Lee Yohn discusses the stark differences in, and impact of, each company’s approach to branding. Yohn is author of the book, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. She is also the former vice president/general manager of brand and strategy for Sony Electronics’ brand office and former marketing leader and analyst for Jack in the Box restaurants and Spiegel catalogs.
Less than two weeks after Google’s parent company, Alphabet, became the world’s most valuable public company, Yahoo put its core business up for sale. The contrast between the two companies couldn’t be sharper.