Yell, the online arm of the go to directory of homes and businesses, has announced that it is to rebrand itself with a new (incomprehensible) moniker.
Pronounced “Hi-boo” it is not an acronym, nor shorthand for the company’s services, nor Japanese, it is according to chief executive Mike Pocock… “just a word”.
Dreamed up by WPP agency Landor it follows an extensive hunt for a new name which saw 60 hopefuls whittled down to the four letter title– begging the question how head scratching the other 59 possibilities were.
Pocock said: “It doesn’t mean a lot by itself, but if you turn the clock back, neither did Apple and Google or Yahoo! We've done extensive testing — we have no doubt it'll work.”
The new name was unveiled at the same time as full year losses of £1.4bn were announced.
Yellow Pages will remain as a print brand.