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Internet Entrepreneurs, The by Christopher Price

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The Yahoo! business strategy

By 1995, Jerry Yang and David Filo had at last realized that the business with the most potential was the one they were fiddling with as a hobby. The business plan they wrote this time was to stand them in good stead - a strategy of building a brand around a piece of technology that everyone would want to use. Yang explains:

'We have been consistent with what we wanted to achieve right from the start; our strategy has never really changed. We didn't view ourselves only as a search engine, we saw ourselves as a brand before we knew what a brand was.

'Coming up with a name like Yahoo was something easy for people to remember us by. We didn't hire a branding consultant, we didn't spend thousands of millions of dollars ...

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