The managers at Yahoo! decided to update the logo, which was revealed this week. Yahoo! quickly grew into a large company mainly by word of mouth. They offered a unique experience that was gained partly by being one of the first search engines. But, today, Google is the best known search engine. In her blog post announcing the new logo, Yahoo CEO Marissa Mayer wrote , "We knew we wanted a logo that reflected Yahoo - whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud." Yet surveys revealed that Internet users prefer Yahoo's old logo to the new logo. In general, it is inefficient for the same company, selling the same product, to change its logo. Martin Bishop, director of brand strategy for Landor Associates , told Mashable , "It's increasingly typical for there to be a loud and often negative reaction and even more so for anyone who doesn't have a good reputation," noting that Yahoo isn't necessarily perceived as "cutting edge" anymore. What exactly is the purpose of Yahoo? Should the managers have spent more time telling us the company's purpose? How could Yahoo do a better job of verbalizing how they satisfy their customers?