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30 days of change: Yahoo revamped

Article from: 
US
Wed, 11/09/2013 - 12:42
By: 
Ted Marzilli
Yahoo - old logo

Yahoo may want to consider having more contests, judging from the positive impact its recently-ended 30-day logo bake-off seems to have had on consumer perception.

Yahoo appears to have had a two-part rebound after June’s industry-wide perception knock-back when it was revealed that Internet companies were providing private data to the NSA.

The first rebound took place after the NSA episode, with Yahoo’s perception climbing back up through the end of July, but falling short of pre-NSA revelation levels.

On August 7th, Yahoo announced its “30 Days Of Change” promotion, presenting a different company logo on its site for 29 days until a brand new logo was introduced on the 30th day - September 5th.

During the second half of the logo promotion, from August 20th right through to early September, Yahoo’s consumer perception rallied and is currently at its highest point of 2013.

Yahoo was measured with YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Results are for adults age 18+.

A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

The June NSA revelations affected the consumer perception of all Internet companies and Yahoo was no exception: it dropped from a Buzz score of 15 on June 5th (its then-2013 high) to a low of 4 on June 22nd.

The first rebound occurred swiftly, sending the Buzz score back to 11 on July 24th, where it stayed for the next three weeks.

Yahoo’s Buzz score started moving upwards again on August 20th, jumping from 11 to 16 on September 8th.

Buzz: Yahoo
Buzz: Yahoo
People Illustration