I applaud The Drum for their (mostly) impartial approach to Yell‘s rebrand as ‘Hibu’. And I like to think of myself as a champion of constructive criticism, but this is just utter bollocks.
Chief Executive Mike Pocock explains, “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.”
Ummm, ok, but if the concept of Yell, having been developed from Yellow Pages is so simple (and therefore perfect) – it is a phone directory – calling out – come on!! Why change it to something so random? The problem is not the name, the problem is the product. Yell is being left behind in the digital race. This is an ugly way to cut corners and I don’t see it making it.
Let’s do a GAP on this one and get them to turn it back. Get tweeting! Get Facebook-ing! Mike, I’m sorry, but you’ve had the wool pulled over your eyes by typical agency sloppiness and god knows at what cost. They think they can create the next game-changer because they are a big name, with a lot of wins behind them. FedEx this ain’t. Appalling.
It has just dawned on me, that this could be a publicity stunt, attempting to get the same attention as Gap did.. I mean how much do you really believe the chief exec’s words there?!… if this is the case, then for shame!
As a supermarket consumer on the lower-half of the professional income food chain, I do tend to purchase the kind of goods in-store familiarly known by terms such as ‘value’ or ‘basics’ (I stay away from chicken though: those breasts may look plump, but really they are pumped full of water. Yeuch). Believe me, most of the goods are as decent as the branded items. If you didn’t know this already, then you clearly need a few lessons in branding and the power of this industry*.
Last week however, I was browsing in my local Tesco Metro for their Value yoghurt and the familiar white pack with blue stripes and details had vanished. In its stead was an attractive monochrome pack with rows of little illustrations relating to yoghurt, its milky origins and the activity of eating it.
Surely you must have seen this style campaigned by now – it is on billboards, tv ads and digital marketings everywhere. At that moment however, I was unfamiliar with this packaging and looked around to compare my yoghurt with the other available brands. I realised that this truly was the cheapest and appeared to be of the original ‘Value’ price. I was suspicious though; working in branding I know that traditionally supermarkets don’t like to spend any money on their budget ranges. Waitrose being the trendsetter last year, however, with their watercolour illustrations on-pack.
So are we witnessing a new trend? Supermarkets willing to spend more on their packaging (but believe me, less on their design agencies…), perhaps in the time of this double-dip recession to make consumers feel less self-conscious about their basic, bland and budget buys. Tesco’s guerilla marketing campaign has certainly worked to solidify in my mind that the Everyday Value range is their budget line, but the packaging is far more pleasing. After all, I am a consumer myself and can be swayed by aesthetics. Next time you’re in Tesco, take a look at the Everyday Value packaging. Each product has a different, charming story. I will be keeping an eye on the prices though… I’m still suspicious…
*I will be happy to give those uneducated a run-down..