Yahoo, AOL joining hands to form new brand 'Oath'

AOL chief executive Tim Armstrong at Advertising Week New York 2016   John Lamparski  Getty Images

AOL chief Tim Armstrong took to Twitter on Monday to introduce the new brand name that will soon appear on internet devices of millions of customers around the world.

Although Comcast has stuck true to its "Xfinity" branding (even naming its latest cable boxes "X1"), AT&T is moving away from the "Uverse" name in favor of consolidating under its parent company's name for most of its services, including entertainment packages.

Yahoo is selling its main operating business as a way to separate it from its more valuable stake in Chinese Internet giant Alibaba Group (阿里巴巴), which would become a new entity to be renamed Altaba Inc and would act as an investment company.

"Billion+ Consumers, 20+ Brands, Unstoppable Team".

"You're going to see Yahoo and AOL from a resurgent standpoint", Armstrong said.

Oath won't be a consumer brand, though Verizon will tout it under a "major marketing campaign" after the company wraps up its pending acquisition of certain pieces of Yahoo. "And it, for some reason, is Oath", TechCrunch reported before publishing a second, satirical story enumerating the pros and cons of Oath, which was short on pros and long on cons.




The cons included the fact that "Oath.com" remains unregistered, that it sounds like "oaf" when spoken too quickly and "internal communications regarding "taking the oath" sound like suicide pacts, or at least something involving blood".

Yahoo as we know it may be done.

"Q: Is "Oath" Yahoo or AOL? LOL OMG.", called the name "a special kind of bad".

While Verizon hasn't provided any more details about the rebranding, its AOL property posted a brief update online under the headline, "Why Oath?". "I love Yahoo, and I believe in all of you".

Then, along came more made up words-as-company-names: "Tegna" and "Tronc". The publication did try to get comment on the specific changes, but Yahoo declined to comment.

Finally, Oath's leadership in Sunnyvale will supposedly be a mix of Yahoo and AOL execs and will focus on product and engineering for the entire combined company. Verizon didn't immediately respond to a request for comment.

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