Bartz routinely stresses that despite Yahoo’s less-than-stellar standing among investors and media professionals, it’s still draws a tremendous amount of traffic. So it does have something to build on, though not the kind of brand strength that can match that of Google (NSDQ: GOOG) or Microsoft (NSDQ: MSFT). But even Google has felt the need to advertise in order to raise consumers’ awareness when it comes products like Google Apps and the Chrome browser via out-of-home billboards and through its Google TV Ads service. Yahoo’s not alone in trying to shift the image of a portal: Earlier this month, AOL (NYSE: TWX) said it starting a brand revamp with help from traditional ad agency Leo Burnett.

That said, advertising can’t always work magic. After all, it took Microsoft several campaigns—from the Jerry Seinfeld series to the infamous Vom-Mom spot—until it settled on a set of ads that didn’t draw widespread hostility.

How would you rebrand Yahoo? The comment line is open.