Yahoo has brought in Penny Baldwin as an SVP to help with its hefty rebranding effort first reported by All Things Digital's Kara Swisher. Baldwin has a deep background in branding efforts as a former managing partner at Young & Rubicam Brands. Swisher notes:
Baldwin has been described to me by many people at the company as much more colorful and bold in her style, and that she has been advocating more aggressive ideas about reinvigorating the Yahoo brand.

“Well, Penny is definitely not Yahoo,” said one Yahoo source, joking about the company’s quainter, yodel-focused and purple-toned image. “Which is probably a good thing.”

Baldwin, SVP of integrated marketing and brand management, will report to CMO Elisa Steele.