Yahoo (NSDQ: YHOO)—which reportedly hired two outside firms recently to lead a major rebranding effort—has apparently decided to take some of that work in-house. The company said Tuesday it had hired branding veteran Penny Baldwin to fill the new position of senior vice president of brand management. Kara Swisher of AllThingsD reported last week that Baldwin had been hired as an outside consultant along with brand consulting firm Landor Associates to lead Yahoo’s rebranding. In a statement Monday, Baldwin hinted at those efforts saying that “this is a seminal moment for the Yahoo brand and for the business overall.” It’s not clear what the brand remake will involve, although a new motto—“your home on the web”—is supposedly under consideration. Baldwin was previously a managing partner at ad giant Young & Rubicam.
By Joseph Tartakoff