What’s in a (brand) name? One day a lot and then maybe zilch. Verizon will take a $4.6 billion write-down on its media brand, Oath, which includes Yahoo and AOL, that was formed in 2017, says an article on CNN Business. When the company last did its goodwill valuation, the brand was valued at $4.8 billion. Is this one of the biggest blunders in corporate history? Interestingly, AOL was involved in another fiasco: the AOL-Time Warner merger.