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!