Today’s post isn’t suitable for children. I’m going to say a word that begins with “s”….an inappropriate word that I utter when I’m incredibly happy.
To be clear: I bought Yahoo! stock as soon as I learned Marissa Mayer was the new CEO.
Front page of the USA Today yesterday: YAHOO! Counting Down To A New Logo
Brilliant. It takes a great CEO to take the banal and turn it into a headline. If Mayer knows one thing, it’s the power of mindshare in advertising. …and if you don’t think Yahoo! is an advertising company, I’m not sure you’ve been alive the past 10 years.
To garner advertising you need eyeballs. To get eyeballs you need “hot.” Mayer knows that Yahoo! is pretty damned short on “hot” now, so what does she do? She manufactures hot.
I remember the mid 1980s when the Eisner team took over Disney. Their goal was just to get mindshare. People were taking their families on vacation, and never once considered Disney. Now, in 2013, how could you take kids on vacation and not have that six letter work at least come up?
Mayer gets it. Let’s be realistic for a moment. Who gives a shit what Yahoo!’s logo looks like? When’s the last time a company made the front page because they changed their font? This isn’t news at all…it’s brilliance. PT Barnum once said that there is “a sucker born every minute.” In this case, it’s the press. Yahoo! is winning the day because Mayer knows the key to success: keep mindshare.
Stackers, what’s the lesson?
In your career, what are you doing to keep mindshare?
In your portfolio, do you invest in companies that keep mindshare?