This ad in InStyle magazine caught my attention. In fact, I even made the extra eye movement to look for the brand behind it. It turns out that Yellow Pages, or YP.com, did a re-branding earlier this year.

Their strategy is to become the authority on local searches, with a more emotional, experience-based spin. YP.com wants to differentiate itself from other search engines which are more functional and not specifically local. The website looks hip and trendy, especially compared to a dusty Yellow Pages tome stored under the sink.

What would it take for you to use YP.com over Google?