Yell � it's not too late to rethink Hibu

May 2012
Evening Standard;5/23/2012, p42
YELLOW Pages owner Yell's decision to rebrand the group and its digital presence as Hibu has provoked derisison � not least because chief executive Mike Pocock admits the new name, created by branding agency Landor, doesn't mean anything. Even Radio 4 Today presenter Evan Davis said this morning that he thought it would one day be regarded as a case study in a disastrous rebranding. To make matters worse, Yell has dreamed up this new name as its financial and debt problems mount. But might beleaguered shareholders yet force a rethink? They must approve the renaming to "hibu Plc" at the annual meeting on July 26. It's not too late�


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