When he announced plans to lay off 2,000 employees, Yahoo CEO Scott Thompson said it was a necessary step in the company’s strategic plan to move forward. Critics noted, however, that he had not explained exactly what that plan was. Now, via an internal memo made public, Thompson has obliged. Beginning May 1, the company will be divided into three core divisions: Consumer, Regions and Technology.

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When he announced plans to lay off 2,000 employees, Yahoo CEO Scott Thompson said it was a necessary step in the company’s strategic plan to move forward. Critics noted, however, that he had not explained exactly what that plan was. Now, via an internal memo made public, Thompson has obliged. Beginning May 1, the company will be divided into three core divisions: Consumer, Regions and Technology.

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We always think the next generation is better. Often that is true — but too often, it’s worse. On the heels of success, too many companies take their eye off the ball. Every year, new and improved versions are introduced to keep us brand-loyal. That works until something goes wrong. Then years of valuable brand building simply collapse. This up-and-down movement is the Brand Wave.

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When a good name identity is super-glazed with a good trademark protection plan,
there is no reason why it would be hurt by ICANN’s gTLD. However, when a name’s alpha structure is too weak to be distinct — diluted by hundreds of identical or similar names — it hangs in limbo. Companies with such names can neither enforce their rights nor stop others from using the same name.

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There was a time when businesses names were simply picked out of a hat, literally, and often very successfully. Later, the complexity of the marketplace boosted the name lists to such huge quantities that they had to use larger drums. This is how most business names came about, and on that note, there are hundreds of articles relating to their grand successes and mega failures.

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