Yello Embraces New Identity

[dropcap]D[/dropcap]escribed as a new chapter in the company’s story, the official launch of Yello, formerly Yellow Pages, was celebrated last week with a business mixer at the Saint Lucia Golf and Country Club. Yello representative Vanetta Charlemagne in addressing the occasion said the journey had been a long one that took time, hard work and dedication, but it had been worth it. She said the new Yello represented the company’s evolution to a full service media business that existed to champion the local economy by helping businesses grow.

“As a brand we’ve been fortunate to call Saint Lucia our home for over 25 years,” she said. “Over this time we’ve gotten to know and understand the rich, diverse uniqueness of this island. It is with that sentiment that we invite you to think of us as your trusted local partner, who has the expertise and local knowledge to help you, our customers, prosper. We look forward to forging stronger partnerships with you that will positively impact our communities.”

Yello General Manager Keith Rowley spoke next and thanked all who had turned out to support as there was, in his words, much to celebrate.

“As a region, we value and respect each other’s self-determination,” he told the audience. “The Caribbean has always worked to attain a strong regional identify, whether through cricket, CARICOM, or the University of the West Indies. Today, we not only celebrate a new beginning with the launch of Yello, but we follow this long tradition of regional excellence as we build our brand identity.”

Rowley explained that with the rebranding the company had sought to increase the usage and relevance of its Yellow Pages product, particularly to the modern adult consumer.

“We did a lot of research, and this helped us identify three major perceptions that we realized we had to expand, or reshape. Firstly, we found out that Yellow Pages still has a high awareness with older consumers in the region, which we wanted to expand. Secondly, the name conveyed the perception of only an offline directory, and thirdly, we identified that our customers rated our service really high, but did not exactly recommend our product.”

The GM said the company had also looked at opportunities facing it as an organization. In a world saturated with technology, consumers were still looking for a trusted source. Yellow Pages, he said, was still that trusted name.

“Our customers and consumers still trust us to produce accurate, comprehensive, local content. We have leveraged the positive brand awareness of Yellow Pages, and introduced a new brand name to connect with the younger demographic. With the rebranding from Yellow Pages to Yello, we are no longer limited to one platform.”

Rowley said the transition went deeper than a brand name and logo change. Yello represented a new name, with a new personality. That, of course, complete with “new products, new features, a stronger platform for consumers to showcase their brand and reach the right audience, at the right time.”

“These innovations take us closer to our vision for the Yello Media Group,” Rowley said. “We will continue to expand our product offerings, and enhance our ability to provide you with solutions that can broaden your reach, and generate leads for your business.”

In the coming weeks Yello’s General Manager said the company’s consultants would be visiting offices around the island to highlight the many strides it had made as an organization. He also used the opportunity to thank customers for their continued business, as the company sought to further develop its partnerships.