Rebranding lessons of hibu / yell.com

Posted by in Advertising, Brand, Marketing, Media, Trust

Over the last couple of weeks yell.com has been rebranding as hibu. This is the latest example, in a very undistinguished line, of such rebranding failures. When the best a CEO can muster about his companies' latest rebranding is this quote below you know the company is in deep, deep trouble.  'don't read anything into it….It doesn't have any pure meaning behind it. It needed to be short, easy to pronounce and to sound edgy and innovative. It doesn't mean a lot by itself, but if you turn the clock back, neither…read more