Yello Em­braces New Iden­tity

The Star (St. Lucia) - - LOCAL - By Kayra Wil­liams

De­scribed 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.

Yello Gen­eral Man­ager Keith Row­ley. The com­pany has ex­cit­ing new of­fer­ings for cus­tomers as it con­tin­ues to ex­pand its reach lo­cally and re­gion­ally.

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