Yahoo!

Over the last 48 hours or so, advertising and design naval gazers have been blathering on about Yahoo!'s new logo.

I could give a rat's ass about it.

I don't even care enough to wonder how to properly use an apostrophe after Yahoo!'s banal exclamation point.

Yahoo! will live and die as a brand not because of a new logo.

They will live and die if people like them and if they provide a value that outweighs the cost they exact through spam and exposure to ads.

Image is undoubtedly important but it lasts only so long.

Sooner or later, intrinsic value comes into play.