For Self-service Niche Search
The newest online branding face-lift drops the butler with new logo; Ask Jeeves becomes Ask.com—reports toptechnews. Here is an example of the power of the Internet user and how one company responded.
Recognizing that internet users have become more comfortable using keyword search over the last decade, Ask Jeeves has retired their British-looking butler whose helping-hand approach helped many new Internet users find information on the Web without feeling intimidated.
I can’t help but think that this change does not come with at least some risk. After all the helping hand approach was the differentiator that put Ask Jeeves on the map. I can see the need to offer vertical search but why drop the core functionality?
Perhaps a transition model might have made sense giving users both options. The loyalty Internet branding creates over time can be easily unhinged with what might be perceived to be sudden and arbitrary change.