To accompany the new search format, Yahoo! also reintroduced its brand this week with a new slogan: “It’s You!”

The company is trying to promote itself as not only a search engine, but an online organizational tool. They’re spending $100M over the next fifteen months to get this message across to the public. The campaign will stress what Yahoo! considers its competitive strength: offering services to manage personal matters, like sharing photos and exchanging e-mails, as well as to stay informed and engaged when big news happens.

It seems as though Yahoo! is once again trying to find their niche in the world of search. Clearly, they won’t surpass Google when it comes to search engine market share; who could? Instead, they’re focusing on personalization and organization to appeal to online users that need a one-stop portal to help them manage their day to day lives. Whether or not this new branding campaign will actually change consumer behavior is yet to be seen; however, it will surely raise awareness of their new focus.

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