A brand named 118118

118118 is the name of a directory enquiry services brand in the UK. It seems infonXX bid for this name, once the European Union decided to use the prefix 118 for all directory enquiry numbers. Very smart. Chris Moss, chairman and former CEO of 118118, says that making numbers brands rather than just memorable numbers requires a different approach. He goes on to explain "When we chose to use our telephone number in this way, we first expected that a jingle and or tone would be the key... But everyone's heads are full of PIN numbers, house numbers, ZIP or postcode numbers, short dial numbers and password numbers… The key was to stand away from the crowd. To create a personality was paramount." Extracted from 'Counting on your brand's name', an article in Brand Channel.