Yell Group, the publisher of Yellow Pages, has rebranded itself as hibu (pronounced high-boo) following shareholder approval.
Although the Yellow Pages themselves won’t be changing name, the group says that the aim of the rebranding is part of its transformation from the company that is known mainly for the Yellow Pages into a largely digital business. A spokesman for the company said the aim was to create “an identity to tell our story ... connecting communities and ... the people who make communities thrive”. It seems that the company is hoping that, like Google and Yahoo, a word that means nothing with eventually become part of our everyday language.
The company has said that “rebranding to hibu signifies the beginning of an exciting transformation. Effective immediately, hibu is our new corporate name reflecting a consolidation of our international operations into one global brand whilst also recognising our broader media strategy to meet changing business and consumer needs. Our strong, in-territory brands such as Yellow Pages, Yellow Book, Paginas Amarillas and Yell.com will remain unchanged with continued investment and development planned to ensure that we continue to deliver excellent value for advertisers and consumers alike”.