NEW YORK ( TheStreet) -- If you haven't been tracking it, Yahoo! (YHOO - Get Report) has been doing a pretty neat form of stealth marketing over the past month. It has turned a strategic action -- replacing the old logo with a new one -- into a marketing event.It has unveiled one logo a day for the past month and told folks it would announce its pick for the new logo earlier this week.
"Am I missing something with the new logo? So boring!"
"This new Yahoo! logo is a game-changer" (That was sarcastic!)
"Please redesign the new redesigned logo!"
...if your CEO is spending the weekend designing a new logo for your multibillion-dollar business, you're doing it wrong. Maybe this is supposed to be a sign that she's involved in every aspect of the company, but what this actually denotes is someone who can't delegate or prioritize. Even if you think that Yahoo! needed a new logo, on the list of problems the company needs to fix, this ranked somewhere between "Rejigger vacation schedules" and "Get the third floor coffee maker fixed." If Marissa Meyer [sic] is going to work weekends, her attention should be fixed higher on the list, on items like "find a business model that isn't in slow-but-inexorable decline.The problem with marketing in general and logos specifically is that everyone's a critic. Oh, I like that. Oh, I don't like that. I remember when I worked for a software company during the Bubble 1.0. We spent a lot of money (to us at the time) for a branding company to redesign our logo. They presented it in our corporate boardroom and then asked all employees to come through to see it.