Yahoo! plots major rebrand to boost its global standing

Overhaul thought to be the reason for delay in unveiling new homepage.

Yahoo!: Rumours of partnership with Microsoft have been reignited

Yahoo! has confirmed it is working on several initiatives “to unleash [the] incredible power globally” of its brand, following reports it is working on a major brand overhaul.

The recently appointed chief marketing officer, Elisa Steele, is spearheading the rebrand, according to reports, amid speculation that the overhaul could have been the reason why the January unveiling of the new homepage was delayed.

The front page relaunch was put on hold soon after chief executive Carol Bartz took over the top job at the internet company at the start of the year.

Steele was appointed by Bartz in March as part of a wider company restructure.

A spokesman says: “”The Yahoo! brand is one of our most valuable and strategic assets and we are working on several initiatives to unleash its incredible power globally.”

The news comes as Microsoft chief executive Steve Ballmer reignited speculation of a possible partnership with Yahoo! In a speech at the Cannes Lions International Advertising Festival last week, he refused to rule out that he was interested in a search partnership with the second-biggest search engine.

Microsoft recently launched Bing, a search engine rival to Yahoo! and Google.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here