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Search engine Ask is reverting to its original name, Ask Jeeves, as it reintroduces the iconic fictional butler into its corporate branding.
"Ask without Jeeves lacked character and while the actual product - searching the web - is very effective, in trying to be more like Google they shot themselves in the foot."
[edited by: Syzygy at 8:52 am (utc) on April 20, 2009]
Marketing Ask.com would be a very, very interesting job to have. I don't think it's impossible.
As for Jeeves, I don't think he adds much today. I was sorry to see him go, but the decision to bring him back (without his 2D charm) may actually be worse. What are they going to do next year, when they find out it hasn't helped them one bit? Send him off again? How confusing. I think Ask has potential, but the magic's in the algorithm, not in branding. There's no workaround, so, in that respect, I think they should try to be more like Google.