Ask Jeeves Takes Aim At Own Foot
by Chris on Feb.22, 2006, under general
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…
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4 Years Later, IAC Would Sell Ask.com. Who wants it? - COGBLOG
October 28th, 2009 on 10:52 pm[...] 3% search share to something bigger. They had a memorable brand with the Jeeves butler. But, IAC showed him the door in a rush to turn them into the next ho-hum online [...]
March 3rd, 2006 on 2:32 pm
Dear Ask Jeeves,
Maybe you weren’t the fastest or most accurate search engine but you fulfilled my fantasy of a personal slave–a butler, if you will–and for that I will never forget you.
Your humble servant,
Kacy Faulconer
March 3rd, 2006 on 4:38 pm
I’m sure you’re not alone Kacy.
In fact, I thought “why not ask Jeeves”. But then I remembered that Jeeves is gone, so I thought “why not ask ask”. So, when I searched for “how can I find a personal slave”, I didn’t really find an answer, but I did find someone who was also looking for a personal slave. They had some very specific requirements:
I am also looking for someone who can make quailty furniture (household) for me.
I am willing to exchange my domination services for this.
I would love to find someone who can cook and bake very well. Formal training isn’t required, but it would be helpful.
Boy, I wonder if Jeeves was a cookie-baking carpenter too?