Yahoo must be taking Google seriously. Notice how it has just hired Ogilvy to do its advertising. Actually, with the new interest in Search –with the entry of Microsoft– both Yahoo and Google would be looking hard at communicating the larger strategic values of their brand.

There is another way, too to market your brand using advertisng: Get close to the ad community! Google, as this story shows, has moved to not just hire great agencies, but turn ad folk into evangelizers of the brand.