James Moore: What's in a name? Yell has to tackle its crisis
Outlook Yell has a problem. The stumbling directories business that used to be known as Yellow Pages has become a byword for bad management and bad debt. (It has a mountain of the stuff which needs restructuring. Again.) Not to mention the fact that the internet has presented all sorts of challenges to its business model.
So the board has been faced with a challenge: how to deal with a horrible history that has left your brand looking battered and bruised while your investors and business partners quietly make for the exit.
Hard option A involves sitting down and putting your MBAs to work by coming up with ways to pep up your business. This takes time and effort, but if you get the right answers it works like nothing else. Easy option B involves throwing a truckload of money at a branding agency to come up with a new name in the hope that everyone will think you are a new company and thus forget about your past problems.
The fact that Yell will be known as Hibu, pronounced (no, really) High-Boo, tells you which option it went for. In explaining what must be the silliest name for a business, chief executive Mike Pocock had the front to suggest Google and Yahoo might have sounded a bit silly when they started out. But surely not nearly as silly as Hibu. Not even close.
Sorry Mr Pocock. Changing the name to Hibu isn't going to stop people Yelling about how bad your business is.
- 1 What happens to your body when you give up sugar?
- 2 Have sex with your iPad thanks to the new sex toy no-one asked for
- 3 The 'sex selfie stick' lets you FaceTime the inside of a vagina
- 4 Why you're almost certainly more like your father than your mother
- 5 Westboro Baptist Church couldn't picket Leonard Nimoy's funeral because they didn't know where it was
Durham Free School: 'Creationism taught at' free school facing closure
Nearly 100,000 of Britain's poorest children go hungry after parents' benefits are cut
End of the licence fee: BBC to back radical overhaul of how it is funded
Nigel Farage promises Ukip will not 'stigmatise' would-be migrants – and says he wants 'everyone to speak the same language'
Ex-head of MI6: 'We shouldn't kid ourselves that Russia is on a path to democracy'
Most people think legal tax avoidance is just as wrong as illegal tax evasion, poll suggests
iJobs Money & Business
£8 per hour: Recruitment Genius: This Pension Specialist was established early...
£30 - 35k + Bonus & Benefits: Guru Careers: We are seeking an Executive Assist...
£25000 - £30000 per annum + benefits: Ashdown Group: A global leader operating...
Voluntary post, reasonable expenses reimbursed: Reach Volunteering: Would you ...