The new DBG logo is designed to align both of the group’s brand
The data company wanted to align its email division with its main brand in order to make a greater impact on its market. Hannah Graham, group head of marketing for DBG explains
Who or what are you?
DBG (formerly Database Group) is a data company that has helped organisations use their data more effectively for over 40 years. Our services include database building, campaign planning and management, data cleansing, customer analysis and reporting. Our clients include Renault, William Grant & Sons, Esso, AXA, UBM, Center Parcs, Dyson and Volvo.
Ten years ago, in response to the birth of email marketing, DBG set up its email service provider wing Database Group Interactive, which now sends out over 100 million emails a month on behalf of its clients. These include Pizza Express, Zizzi and Ask restaurants, RSPB, Fish4, Travelbag, Esso and Experian.
What’s the problem?
DBG and DbGi were operating as individual businesses in the market – one marketing service provider (MSP) and one email service provider (ESP). Brand recognition was performing at an acceptable level but the marketing team believed collectively that the companies could be making more impact and improve customer service under one brand.
What’s the ‘big idea’?
The rise of the importance of email marketing has led to the need to align e-marketing strategies much more closely with the rest of the marketing mix and to integrate offline with online data. Set against this shift in marketing thinking and practice, it made complete sense to integrate the DBG brand and service offering, so that customers know we are a one-stop shop, providing a fully integrated ‘end-to-end’ data and email marketing service – what we call a ‘multi-channel single customer view’.
In terms of our brand positioning, we had been trying to focus on what we deliver to clients and realised that we’re about much more than technology. Clients buy into our people and expertise just as much as they do our tools, hence our new tagline – ‘Powerful solutions. Intelligent ideas’.
When and how?
Staff were briefed in early June 2010 and the rebrand was launched to customers with a briefing event on June 29. The new website went live on the same day.
On joining DBG in February, I could immediately see what the benefits of aligning the two brands would be.
I presented my proposals to the board in April and then engaged the help of agency Quick Thinking to design our new logo and City Swift to revamp the website. I also talked to some of our top clients to gauge their opinion and get their input. From inception to launch, the whole process took a little over three months with a budget of £30,000.
Did it work?
It’s too early to say but we’ve received positive feedback so far from staff, clients and business partners. We are putting measurements in place, including comparing the number of hits on our integrated website against the two old sites and asking staff and customers what they think through email and telephone research over the coming months.
