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Note: This post is the 1st 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.

In January, 2008 I wrote a blog post highlighting the key reasons why I joined WhitePages. In that post I mention the brand-building opportunities at WhitePages as one of the big influencers of my decision. And a few months ago I teased you with a post on the launch of our new corporate site, which highlights WhitePages new colors, logo and personality. Now, I’m excited to share a sneak peek of our new site redesign which represents the most radical changes to our website since the inception of the company over 10 years ago…all in the name of repositioning WhitePages brand.

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Ok, so here’s the deal. I’m new to Twitter. For that matter, I’m new to most Social Media channels beyond LinkedIn and Facebook. The only reason I started toying around with Twitter (during my spare time of course) was to prove to my Search Engine Marketing Manager that I could hang with the best of ‘em. At first, I just didn’t get it and wrote Twitter off as another social media fad…kind of like what I did with Kozmo.com in 2000. Engaging in conversations on Twitter was too hard for me, took too much time and ended up being an additional weekend distraction that I didn’t need.

But then it all changed. Within a 45 minute period on a random Thursday afternoon a few weeks back, my entire view of and approach to Twitter changed instantly. For those Twitter die-hards out there (Tweeps to those in the know), you’ll most likely laugh at my experience below and chalk it up as another social media tech laggard ruining the Twitter parade. But for those of you new to Social Media, and Twitter, take my story as a glimpse into what most out there believe to be the future of consumer and media engagement.

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Last week, we launched a new version of our Corporate Website. In addition to linking to this blog, this site highlights job and advertising opportunities, provides visitors with information on the company and calls out what the media is saying about us from time to time. This launch also represents the first time that we’ve introduced our new brand to the public. I won’t go into too many details just yet, but WhitePages is going through a sizable brand repositioning effort…and we’re expecting some pretty big things to happen over the next year!

There are too many great improvements to mention in this post, so I’ve called out a few below.

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