Ask Jeeves sacks Jeeves

Search engine Ask Jeeves looks set to drop its Jeeves the butler character from the company's branding in a bid to promote its new features. Ask spokeswoman Lisa Meakin told Web User: "Over the last year, we have been actively engaged in testing the role of the Jeeves character, and how it affects users recognition of how the search engine has evolved and dramatically improved. "This research shows use of the character as the prominent symbol of the brand may inhibit people from recognizing that our search engine has changed, and now gives a better and unique search experience, and that it is good for all types of searches, not just questions." She said because of this Jeeves may be phased out as the prominent icon of the brand, although, she said, no timeline or details have been determined. Meakin also added that no final decisions have been made with regard to a new brand name.