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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

AOL and Yahoo's cult-like #TakeTheOath mantra invokes rebrand ridicule

Aol and Yahoo rebrand as OAth

As a rule of thumb, the internet does not like change. As a result, many people were left scratching their heads after legacy web companies AOL and Yahoo made the announcement they will merge into a company called Oath.

The bold new entity was formed as part of Verizon's $4.8bn deal in July, but was plagued by news of data breaches, which resulted in a $350m discount for Verizon.

Spearheading what seemed to be an early launch in response to media leaks, AOL chief executive Tim Armstrong urged the public to #TakeTheOath, inspiring some light-hearted jests at the new brand identity.

Here are some of the finest tweets marking the moment.

Of course, with or without the scrutiny the resulting body boasts many of the web’s top brands.

Fan or not of the new brand, the company has urged that it will not be overly prominent across its products: "You won’t see Oath everywhere. We’ll put people and brands – ours and yours – first."

Underlining a new era of leadership at the company is the departure of Yahoo chief Marissa Mayer.

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