Creative Lab head Kemma Kefalas on the strategy behind it
The shift from chasing reach to finding genuine resonance really stood out to me.
Saved this newsletter. So much good info here
love this piece
This is such a good reminder that a “dormant” brand is not always dead.
Sometimes it still has memory.
People may not use it every day anymore, but they still know the name, the feeling, the era, the internet it belonged to.
That is a very different starting point than building from zero.
The hard part is not just bringing the logo back.
It is finding the old emotional equity and giving it a new role in culture today.
Love this article and how yahoo pivoted to evolve with the times. Excited to see what’s next for them 🤍
We got a Yahoo revival before GTA6
The shift from chasing reach to finding genuine resonance really stood out to me.
Saved this newsletter. So much good info here
love this piece
This is such a good reminder that a “dormant” brand is not always dead.
Sometimes it still has memory.
People may not use it every day anymore, but they still know the name, the feeling, the era, the internet it belonged to.
That is a very different starting point than building from zero.
The hard part is not just bringing the logo back.
It is finding the old emotional equity and giving it a new role in culture today.
Love this article and how yahoo pivoted to evolve with the times. Excited to see what’s next for them 🤍
We got a Yahoo revival before GTA6