3 months ago Microsoft spent $100 million to launch BING search.  And now Yahoo! has followed suit, spending another $100 million for their own branding campaign.  All the while Google and Facebook are laughing at the big company mentality for marketing– to spend money on traditional advertising.

If your search quality hasn’t changed, then invest the $100 million to build a better product, not to just advertise.

Yahoo’s new ad campaign is called “It’s You”, which harkens back to the Life Engine campaign of several years ago– lots of purple.  What I want to know is– how is the new Yahoo! about me, as they claim?