Note: This post is the 11th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Ben Maldonado who is one of a number of rockstar web developers at WhitePages. Ben has worked with individuals across the company to help bring the new WhitePages brand, and site, to life. He’s also been doing a ton of dancing.
When I was first approached to become part of the brand team I was very excited. As part of our brand identity changes, we would be doing a major overhaul of the site’s look and feel. It seemed like an appropriate time to also review our current code-base since it was starting to show its age.
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Note: This post is the 10th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Joe Heitzeberg who is our VP of Tech at WhitePages. He is charged with delivering the services and offerings that power the WhitePages experience, running a scaleable and efficient infrastructure and building and maintaining a top-notch tech team.
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Note: This post is the 9th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Darren Dalasta who is our Sr. Marketing Manager running the search marketing team. He’s been working making sure we maintain and improve our search ranking while we undergo our site’s upgrade. Read the full post below!
For those not familiar with SEO it stands for Search Engine Optimization. Many people, even in marketing or technology, still see SEO as that black art of marketing with a mad scientist sitting in his/her own corner spinning a web of deceit laying a trap for the search engines. Luckily, most have evolved a bit, and you will get more out of your SEO efforts by working WITH your brand and usability (and other) teams than by yourself in that corner. It is becoming evident that brand and SEO are becoming increasingly connected.
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Note: This post is the 8th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Ingrid Michelsen who is our Director of Advertising Strategy at WhitePages. She’s been working tirelessly to ensure that all of our site changes enhance or at least don’t negatively impact how we generate revenue on thie site. More information in the post below. Enjoy!
As WhitePages’ Director of Advertising Strategy and one of the ad sales department’s representatives on our internal Branding Committee, the company’s rebrand initiative posed a number of questions regarding how to stand for our new brand principles with 100% integrity for our site users, while also maintaining our advertising revenue streams (which, in turn, keep our service entirely free). A clean, user-friendly site isn’t necessarily at odds with advertising, but we were most likely going to need to make short term financial trade-offs in the hope that we would be able to drive long term customer loyalty and real marketplace differentiation—the best advantage an ad sales organization can have.
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Note: This post is the 7th in a series on Brand Building that highlights the approach that WhitePages has taken over the past 15 months to build and reposition its brand.
The following post was written by Zoe Clelland, who is our Sr. Director, User Experience at WhitePages. She’s been working her tail off over the last 9 months on the launch of the new site. More details below!
Well, would you look at that: a brand new bouncing baby…website. I have to say that until I took a breather to write this blog I hadn’t had a chance to really reflect on exactly how we took the concept of a new “brand” and translated it into an honest to goodness usable website. And not just a website, but a super kick-ass, downright intuitive experience of a site. As the Sr. Director of User Experience here at WhitePages I’ve had lots of opportunity to learn about our users and translate their needs into products and sites but this was a whole new ballgame.
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