Have you seen the new re-branding for the Yellow Pages? Kind of a funny thing to say, since the Yellow Pages used to be just the yellow pages. Everybody had it. Everybody needed it. You thought anyone who didn’t have a copy of the yellow pages was a poor planner. And possibly an anarchist. But now they have to convince you need the yellow pages. In spite of things like the internet and cell phones, you need to have an outdated hunk of dead tree to look up phone numbers. Hence the branding. Branding is something that helps you believe that you need something essentially useless. Like Slinky or DeBeers. Or Republican. [Okay, equal time, Democrat.]
But the new brand image for Yellow Pages is apparently YP. Easy, breezy. Acronyms. We love ‘em. But I’m not sure why they would have picked an acronym that, when pronounced would come out “wipey”. Have these people never changed diapers? Wipey. And they had to have a meeting where it was said out loud. Let’s move on to the re-branding issue. Somebody came up with wipey. I like wipey. It’s very succinct. Friendly even. Do you like wipey? Yes, I like wipey too. Wipey wipey wipey. Let’s go with that. Come on guys. As far as brand image goes, let's just say the synergy isn't there. A wipey is a necessary thing. You can’t do a good job of cleaning a messy butt without one. Can’t be done. A wipey is good. Until it’s used. Then it’s not good. And you can’t throw it away fast enough. Much like the yellow pages.
Of course, the other possible pronunciation is “why pee”. Why pee? Cause otherwise I’ll explode.
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2 comments:
why pee is how i hear it - but when i read it i thought the adds were for Yelp.com trying to get even hipper by going ever shorter - yelp needs to sue.
Especially since yelp offers a similar product. Either there is some sort of planned merger going on in the background that we don't know about yet, or this is just one of the worst marketing moves I've seen in a long time.
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