Recently, Yahoo! showed 30 new logos in 30 days and finally chose their new mark. The whole exercise seemed mis-prioritized to me, and here is why. Special leads The first and most important rule of marketing is that your market should know who you are. Thankfully, there is a metric that approximates this attribute of a company – Website Bounce Rate. Website Bounce Special leads Rate (more info) It’s like a broken knock-knock joke. Yahoo!: Knock Knock Me: Who’s there Yahoo!: It’s complicated. But check the logo out!
Me: [Back Button] Put another way, Bounce Rate represents a user Special leads who says, “I came, I puked, I left” – Avinash Kaushik The reason people bounce is because they feel a mismatch between what they are looking for and what they see. Marketing’s job is to make Special leads sure that the expectations meet the reality and vice-versa. If your brand, which is represented by your website, isn’t clear about what you do, then people Special leads will bounce. Look at Yahoo!’s website.
I don’t understand who they are and what they do. Here are some Special leads brands that I know exactly what they do, especially by looking at their websites: Google: Search. Duh, it’s like the only thing on the page. : Marketing Software. 60px font doesn’t lie. : It’s news. It’s in the name. Nothing but news. : Brilliant rebranding as the new cultural/music home. It’s screaming music video Special leads right at you. Amazon.com: Buy anything. Zendesk: It says, “What is Zendesk?” right there. It’s help center software. Yahoo! on the other hand is a mish-mash of lots of things.