Thomson Local to rebrand directory

Directories brand Thomson Local has announced it is rebranding its famous blue classified directory.

The rebrand highlights Thomson’s association with Nectar loyalty scheme and will be introduced from July this year, when Thomson Local will become ‘The Book’.

The move follows extensive research and is an attempt to inject "personality" into the brand. The brand has kept its traditional blue colouring blue and retains the cat, but with a modern slant.

Max Alexander, chief executive officer at Thomson Local, says: "The aim of the rebrand is to stand out from our competitors and give people a tangible reason to choose The Book over other directories. The Book will engage users and make the process of finding businesses easy, enjoyable, and combined with our Nectar partnership, rewarding."

In a break from tradition The Book’s tone is informal, chatty and has an added emphasis towards the company’s partnership with Nectar.

Alexander adds: "We have given The Book a personality; it is like a friend, it ‘talks’ to you as a friend would, it is as helpful as friends are, it even gives you presents; Nectar points. This strengthens our local, warm brand identity. Directories can be perceived as dull, staid and bloated; everything The Book is not. Ultimately, by giving more to our users, we will generate more calls for our customers."

Thomson Directories is over 25 years old and launched in 2003.

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