Bringing the Jeeves Brand (Back) to Life

Ask.com (remember Jeeves?) recently announced that they’ll be bringing the brand to life again after 3 years without the Jeeves character. With the massive presence of Google looming overhead, Ask says they’ve been working to improve search result relevance and speed, which would prompt me to use it more from now on. Especially since I’ve always liked Jeeves, and I’m glad to see him once again. You can see him on Ask.co.uk. He’s even gotten a makeover, complete with a new 3D look and a suit designed by tailors Gieves and Hawkes. Very dashing.

Apparently, Ask no longer wanted to be known as “that quirky little site where you ask questions”, so they removed Jeeves from the site. Why? That’s what made them interesting in the first place. The Jeeves icon is much more memorable than that big red oval. Why ask questions to a search engine when you can ask Jeeves?

Research revealed that 72% of people knew of Ask.com, whereas 83% were familiar with Ask Jeeves. So it’s logical that Ask would reintroduce the Jeeves character as part of a bigger marketing campaign in the UK, including TV, print, radio, and online marketing. The hope is that Jeeves will increase brand profitability by providing a more unique search experience than that of Google or Yahoo.

Read the original article from brandrepublic.com.

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