By Steve Smith
Some are saying it sounds like the name of a heavy metal band, but I think it sounds more like someone being punched in the stomach.
“Oath” is the new name for the AOL/Yahoo brand. The new brand will apply to the digital media division of Verizon after it buys Yahoo’s internet assets for $4.48 billion, a deal that is expected to close by the end of June. This could be the latest in a long list of brand identities that are a bit too high-minded for their own good.