“StealThunder gave us the ideal words to bring our positioning to life.”

— Annie Sammis, Yahoo! Personals Brand Manager

When Yahoo! Personals, Yahoo’s online dating service, found itself struggling against competitors eHarmony and Match.com, the company looked to Catalyst Strategies for help with positioning and explaining a new two-pronged product strategy. Catalyst then turned to StealThunder. Working with the Yahoo! Personals management team, Catalyst and StealThunder crafted a positioning statement and messaging strategy that helped Yahoo! Personals articulate their value proposition to different customer segments. StealThunder then went on to develop brand guidelines, a new tagline (“Better first dates. More second dates.”), website copy and the Yahoo! Personals online tour.

The result was dramatically increased traffic, with Yahoo! Personals overtaking category leader Match.com. (CBS MarketWatch, 3/2005)