Advertising Brand Directories

Yell renames

Hmm, not sure. Hibu doesn’t mean anything, apparently. What do you think?

“Despite its £2.2bn-worth of debt, directory service Yell has gone ahead with a change of name which has cost it thousands of pounds. WPP’s Landor agency was asked to consider over 60 different names and decided on ‘hibu’. Chief executive Michael Pocock, defending the decision to choose a new name, said it was because the company was “viewed as a dinosaur”. Yell has struggled to maintain advertisers in the face of competition from the internet. The Yellow Pages name is to be maintained for print directories”.
The Daily Telegraph & FT 23 May 2012