CogBlog

Here is something we've seen over and over again, though it almost never makes any sense--a company completely changes its identity for reasons that, in my view, have far more to do with the whims of the marketing team than any real need. Such is the case with Ask Jeeves.

They are in the process of abandoning Jeeves, their butler mascot. Apparently too many people associate Jeeves with the a bad search experience Ask Jeeves provided back in the late 90s. You know, there are many things I remember from the late 90s, but I don't really remember being burned by Jeeves back then. I think the only people who associate Jeeves with a bad experience 7 years ago, are people in the IAC marketing department.

Instead of dumping Jeeves, I think they should be asking themselves how Ask Jeeves is really the only 2nd tier search engine to actually prosper since then. Maybe it has more to do with them having the only memorable identity, rather than the best search experience? They've never had the best search experience, yet they succeeded because people could remember who they were!

The original Ask Jeeves identity was created by DSW right here is SLC. That agency was ultimately purchased by EURO-RSCG/Tatum Partners, but at the time they were one of the hottest tech agencies in the country. They also helped build Intel as a consumer brand.

So, out with the Jeeves, in with the non-descript tech-brand devoid of any unique personality. If there is some kind of new swoop logo that comes out of this so help me...