Yahoo and AOL will form new company called ... Oath

Phillip Butler
April 5, 2017

"Oath will start out as a value-based brand connecting our values", Armstrong said.

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.

As Armstrong pointed out on Twitter, these and other future Oath brands engage more than a billion consumers worldwide.

Armstrong tweeted: Billion+ Consumers, 20+ Brands, Unstoppable Team.

In January, Yahoo announced in an SEC filing that following the close of the merger, the parts of Yahoo that Verizon is not buying (which includes Yahoo's 15% of Chinese retail giant Alibaba and a part of Yahoo Japan, a joint venture with Softbank) will continue on under the name to Altaba.

"In the summer of 2017, you can bet we will be launching one of the most disruptive brand companies in digital", she said.

One positive is that Oath would be a "good brand if we decide to pivot to 'Tinder for cults.'" Another is that Oath is "an actual word, unlike some corporate identities".

The piece concluded that it could be worse. Once Yahoo has been finalized it will be broken up merging some divisions with AOL to create Oath. "LOL OMG.", called the name "a special kind of bad".

Perhaps what is more surprising is the name of said pro forma company, which according to Kara Swisher will be called "Oath", and will be headed by Armstrong.

An oath is something you either take (an oath of allegiance, an oath of office, an oath of enlistment) or a blasphemous interjection.

This being Yahoo, we fully believe that more is coming from a colon. The publication did try to get comment on the specific changes, but Yahoo declined to comment. Verizon didn't immediately respond to a request for comment.

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