Yell rebrands as … Hibu

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.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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