“Yello” – Grenada Yellow Pages rebrands

The Grenada Yellow Pages has launched its new brand Yello as it explores ways to target a wider demographic and with its new online directory findyello.com, both customers and consumers are expected to benefit.

Keith Rowley – Regional Country Manager

A launch themed “Celebrating local” held at the Radisson Grand Beach Resort before customers, consumers and business partners last Thursday evening brought forth the focus of yello going forward; as it seeks to take a hold of technology as fast as it is evolving.

Yello has been serving Grenada for the past 25 years under its former name, Grenada Yellow Pages where persons were given easy access to businesses, places and sites and with this new brand the opportunities and access are endless.

Yello Representative, Laurel Samuel Forsyth explained the journey to rebrand.

“It included a lot of time, energy, hard work and it was all worth it…Yello represents our evolution to full service media businesses that exist to champion the local economy by helping businesses grow.
It also represents our conviction as the go to touch for local business connection and knowledge…”. he said.

“… As a brand we’ve been fortunate to call Grenada home for more than 25 years and over the years we have gotten to know and understand the rich, diverse and creative uniqueness of the island. It is with that sentiment that we invite you to think of us as your trusted local partner who has the expertise and knowledge to help you our customers prosper,” he added.

According to  Forsyth, Yello represents a new identity, a new mechanism to explore the world through technology and increase usage and relevance of the product.

Business, consumers and customers at function

In getting to this point, Regional General Manager, Keith Rowley explained that there were three major perceptions that had to be changed.

“Firstly, we found out that the yello pages is very high with other consumers in the region which we really wanted to expand. Secondly, the name conveyed a perception of only an off-line directory and thirdly we identified that although our customers rated our service really high, they didn’t want to recommend our product,” he said.

“We also look at the opportunities available to us as an organisation in a world where there is more technology than ever before and consumers are still looking for a trusted source and the yellow pages is still that trusted source. You, our customers and I dear say consumers still trust us to produce accurate and comprehensive local content and so we have leverage the positive brand awareness of yello pages and introduced a new brand name to connect to a younger demographic”, he remarked.

Rowley noted that this rebranding will ensure that customers know that yellow is no longer limited to just the print directory.

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