Yellowbook, the former Yellow Book, has re-branded itself. No, I am not sure what the difference is either, but the brand says that it is supposed to be sleeker to position it as a “forward-thinking, innovative digital force.”
The new tagline “say yellow to the future” is apparently going to further this goal.
A new ad campaign by Gotham is helping to support the re-branding and get the digitally-focused super-futuristic look out there.
They just don’t want to get it too far out there…the spots are not on YouTube yet. Instead, they are housed at the completely unhelpful and difficult to navigate corporate website right here.
The key change, and the one that is best positioned to help Yellowbook moving forward, is the newly designed print directories and redesigned user interface at yellowbook.com because, let’s be honest, difficulty of use is the major reason that most people skip the yellow pages these days. It’s just easier to type the name into Google.
No advertising campaign, no matter how good (or, in the case of the current campaign by Gotham, no matter how much it over-promises) can overcome the fact that Yellowbook has just been tough to use.
The paper phone books are bulky and annoying and the brand blew its position as “grand compiler of information” by letting search engines steal a march on it.
I remember clear as day when I first started searching on the internet how I used to go to places like yellowpages.com to find things and was frustrated by how difficult it was. Then Google came into my life and I have never been back to a yellow pages site.
If Yellowbook can fix the utility issue and make their product something that consumers actually want to use, then they have a chance at success. If they can’t, then this campaign is just throwing good money after bad.