Yellow Pages in u-turn over Hibu brand

 

The publisher of Yellow Pages, which underwent a much-criticised rebranding as hibu two years ago, is bringing its old name Yell back.

In an embarrassing U-turn, the company is now pushing Yell.com as its main consumer website and is downplaying hibu as its brand in the UK, the London Evening Standard reported. Staff will also be expected to say they work for Yell, not hibu, when they introduce themselves.

It is thought the company’s new management feels the Yell name remains well-known to customers whereas hibu is associated with the troubles of recent years, when lenders seized the Yellow Pages owner after it defaulted on £2 billion of debt. A City figure said the company had hoped to make the U-turn quietly without media attention.

The hibu rebrand was widely mocked in 2012 when even the then boss Mike Pocock admitted the word had no meaning.

A source close to the directories publisher insisted it had never entirely dropped the Yell name after the company rebranded all its digital operations as hibu in 2012 and kept Yellow Pages in print.

 A spokesman said it is now using Yell because it has “a strong history, awareness and loyalty among our customers” in Britain.

He added that the hibu brand is not being axed and it and Yell will “co-exist” around the world. The parent company and some subsidiaries will still be called hibu.

Barry Dearing, lawyer for the Hibu Shareholders Group, representing investors who were all but destroyed by the company’s collapse, said: “Many members of HSG didn’t think it would be long before the hibu name was ditched for Yell. Why lose a name that has worldwide recognition for something which is completely meaningless?”

Yell was once a £5 billion FTSE 100 company but struggled with the internet and racked up huge debts.

Start your day with The Independent, sign up for daily news emails
ebooks
ebooksAn introduction to the ground rules of British democracy
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Recruitment Genius: Content Writer - Global Financial Services

£25000 - £30000 per annum: Recruitment Genius: From modest beginnings the comp...

Recruitment Genius: Web Developer - PHP

£35000 - £40000 per annum: Recruitment Genius: From modest beginnings the comp...

Recruitment Genius: Field Sales Consultant - Financial Services - OTE £65,000

£15000 - £65000 per annum: Recruitment Genius: This is an exciting opportunity...

Recruitment Genius: Loan Underwriter

£18000 - £20000 per annum: Recruitment Genius: This is a fantastic opportunity...

Day In a Page

A groundbreaking study of 'Britain's Atlantis' long buried at the bottom of the North Sea could revolutionise how we see our prehistoric past

Britain's Atlantis

Scientific study beneath North Sea could revolutionise how we see the past
The Queen has 'done and said nothing that anybody will remember,' says Starkey

The Queen has 'done and said nothing that anybody will remember'

David Starkey's assessment
Oliver Sacks said his life has been 'an enormous privilege and adventure'

'An enormous privilege and adventure'

Oliver Sacks writing about his life
'Gibraltar is British, and it is going to stay British forever'

'Gibraltar is British, and it is going to stay British forever'

The Rock's Chief Minister hits back at Spanish government's 'lies'
Britain is still addicted to 'dirty coal'

Britain still addicted to 'dirty' coal

Biggest energy suppliers are more dependent on fossil fuel than a decade ago
Orthorexia nervosa: How becoming obsessed with healthy eating can lead to malnutrition

Orthorexia nervosa

How becoming obsessed with healthy eating can lead to malnutrition
Lady Chatterley is not obscene, says TV director

Lady Chatterley’s Lover

Director Jed Mercurio on why DH Lawrence's novel 'is not an obscene story'
Farmers in tropical forests are training ants to kill off bigger pests

Set a pest to catch a pest

Farmers in tropical forests are training ants to kill off bigger pests
Mexico: A culture that celebrates darkness as an essential part of life

The dark side of Mexico

A culture that celebrates darkness as an essential part of life
Being sexually assaulted was not your fault, Chrissie Hynde. Don't tell other victims it was theirs

Being sexually assaulted was not your fault, Chrissie Hynde

Please don't tell other victims it was theirs
A nap a day could save your life - and here's why

A nap a day could save your life

A midday nap is 'associated with reduced blood pressure'
If men are so obsessed by sex, why do they clam up when confronted with the grisly realities?

If men are so obsessed by sex...

...why do they clam up when confronted with the grisly realities?
The comedy titans of Avalon on their attempt to save BBC3

Jon Thoday and Richard Allen-Turner

The comedy titans of Avalon on their attempt to save BBC3
The bathing machine is back... but with a difference

Rolling in the deep

The bathing machine is back but with a difference
Part-privatised tests, new age limits, driverless cars: Tories plot motoring revolution

Conservatives plot a motoring revolution

Draft report reveals biggest reform to regulations since driving test introduced in 1935