Ask Jeeves becomes Ask.com, with new “Do Evil” motto
February 28th, 2006
As has been widely reported, Ask Jeeves has become plain “Ask”. Barry Diller announced it today, in a speech at the Search Engine Strategies conference here in New York at the Hilton.
I hate a 9 am keynote speech in an overpriced tourist hotel, but I’m sorry I missed this one. According to Alan Sullivan, an audience member asked if Google’s motto is “Don’t Be Evil”, what then was Diller’s motto?
“Be Evil”, Diller replied.
Youch! Google’s halo is slipping after the Chinese hypocrisy, but are we ready for the Killer Diller?
A confusing scene followed at the Ask Launch Party at Club LQ on Lexington & 48th Street, a throbbing pounding circle of bad-music hell in a basement between deserted New York skyscrapers. Drinks were free, the BeeGees blasted, and the plastered guests sullenly ogled the red-wigged platform-shoed girls who provided a rare source of estrogen.
Suddenly several Star Wars “snow troopers” lumbered onto stage and passively faced the slack-jawed search specialists. A dwarfish figure, frozen in carbonite, stood between the troopers. Was this the discarded Luke/Jeeves? Being delivered to Diller the Hut? Were the troopers part of Diller’s “Do Evil” concept, or were they the enemies?
I didn’t stay for the end, but I think it all had something to do with a finely-honed rebranding effort.
As of this writing, Jeeves is gone from Search. I’ll miss him.
Bertie Wooster: “But lots of fellows have asked me who my tailor is.”
Jeeves: “Doubtless in order to avoid him, sir.”
[…] Last night the Ask.com party named Code Red was full of interesting people and a few stormtroopers here and there. Lots of LOUD music and celebration of Ask.com and the retirement of the butler as well. I didn’t get a shot of it, but they had the Ask butler displayed as if frozen in a big hunk of metal, ala Han Solo in Star Wars. There’s a photo of that on Names@Work blog. I’ve never seen so many red wigs in one place. But then again, the party was themed “Code Red”. Nice job to Ask.com and their PR team […]
» Ask.com Code Red Stormtroopers Online Marketing Blog | February 28th, 2006 at 9:39 am