Seriously?

Many readers of this blog will be aware of the directory company Yellow Pages (perhaps also known as Yell or Yellow Book in some countries). Their global headquarters may be found in the centre of Reading.

Apparently the company recently announced a re-branding and would from now on be known as "hibu". Are you kidding me?

Those cleaver girls and boys in the marketing and branding company responsible for this gem must feel they really deserved their no doubt hansom fee for this one. Can't think why. One name accurately describes what the company is best known for and reminds us- the consumer- of it's extensive history, even in this modern Internet age. The other tells us what exactly..?