p2pnet news view | Advertising:- “In one of the tackiest attempts at a viral employee morale/marketing campaign since the infamous Nixon-Peabody song, Yahoo is launching a brand awareness campaign they are calling ‘Start Wearing Purple’ designed to promote the brand as well as remind employees what that whole ‘bleeding purple’ phrase was supposed to have meant,” writes Cyndy Aleo-Carreira in Industry Standard.

She cites a post on Yodel Anecdotal, the Yahoo corporate blog, in which Nick Chavez, Yahoo senior director of brand advertising rhapsodises about purple.

Why purple?

“Back in 1996, our humble digs needed quite a bit of renovation so our co-founder, David Filo (notoriously frugal), went out to buy some paint at the store”, burbles Chavez, going on:

“Once everyone had painted most of one large wall under dim fluorescent lighting, they stepped back and realized Filo had bought light purple (it was probably on sale). From that day on, Purple stuck.”

Not smart enough to leave bad alone,  “Purple is the color of innovation and ingenuity,”he rants, continuing »»»

It’s fun and youthful, but also courageous and daring. It represents a spirit of individuality but also a sense of connectedness with others. For us, it represents the spirit of our company, our culture and our products — Purple is Yahoo!.

“Is this the last, desperate gasp of a company whose image and employee morale has been devastated by the months-long aborted Microsoft acquisition discussions?” - wonders Aleo-Carreira, adding:

“AdFreak writes what most people are probably thinking about the cringe-worthy campaign:

‘I wish Microsoft would buy Yahoo! just to get this stuff off the Web’.”

Industry Standard - Yahoo: The future’s so dim, you gotta wear purple, September 17, 2008

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This entry was posted on Wednesday, September 17th, 2008 at 3:07 pm and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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