Apparently I didn’t notice when Yahoo! went into severe make-over mode with their Purple scheme. They’re doing a bunch of things to make people notice them. I’m just not sure how much of it IS being noticed, unfortunately, though some of their initiatives do sound interesting:
1. They’re encouraging people to Start Wearing Purple.
2.Yahoo! for Good, their community foundation, is disbursing grants to deserving people through a programme they calle Purple Acts of Kindness.
3. They’ve set up the Yahoo! Purple Photo Booth on Flickr to celebrate images of all things purple.
4. They’re selling Yahoo! Purple T-shirts on the company web-site.
5. They’re getting on with the Yahoo! Purple Pedals project where they have a camera on cycles that go around the city, that takes a picture every 60 seconds, which are then tagged and uploaded to Flickr to document the bike’s journey. This, to me, is probably the most innovative part of the whole campaign.
It’s drawn some criticism – people saying that they’re trying to be like the iPod when they’re actually like a Mac (!!), but to be honest, it’s not all bad. As opposed to Apple and Microsoft which are, as we know, indulging in some friendly media fighting, Yahoo!’s chosen not to get involved in any competitor wrangling and is instead forging a new identity for the brand. While not a completely unique approach, I don’t think they had a choice, unless they wanted to start a Yahoo!-Google match of their own. Given that, and the fact that they actually are acquiring or coming up with decent stuff of their own (Upcoming, Flickr, Fire Eagle, Brickhouse), it’s not like they’re all smoke and no substance. For the first time, I feel that Google’s colourful branding has some competition, however small.