3,851 $m
A brand that had a hand in defining the internet before the age of Google, Yahoo has been on the decline for the past 10 years. Although the web portal pioneer is the fourth-largest site on the internet and has an audience of millions, it has been making news not for its achievements, but for its missteps. Yahoo struggles to compete in search, email, and data sharing. Acquisitions, such as Flickr, have been underutilized. Without fully developing social elements, Flickr ceded ground to Facebook and Instagram. On top of that, Yahoo’s revenues have been waning for years and its content, while a dominant force in online news, needs to evolve. Potential buyers have been circling the troubled company for the past two years and, so far, no one has been able to revive the ailing brand. Enter Marissa Mayer — a former Google executive, now Yahoo’s CEO. A bold hire by anyone’s estimation, there is now more hope than ever for a turnaround at Yahoo. Indeed, the company has potential to make a comeback: it has strong brand recognition, a vast audience, and despite challenges, revenues are up. Yahoo must realize that the content it’s now developing will come to define it as a brand and that, in a world overflowing with information, differentiation has never been more important.