Yahoo has scrapped its plan to create dozens of destinations for consumers to celebrate brands. Dubbed "Brand Universes," the sites were intended to tap into the allure of hot brands—notably those in technology and entertainment—by creating one-stop shops featuring user-created videos, bookmarks, photos and reviews. Yahoo launched the first of these properties in late 2006 with one celebrating the Nintendo Wii. A Yahoo rep said the destinations did not fit into the broader strategy laid out by CEO Jerry Yang for Yahoo to be the "starting point" of consumer Internet activity. Keeping with that focus, Yang has said Yahoo would curtail projects not central to that vision or its ad network strategy.http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1003702040
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