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BRANDING NEWS: IDM repositions to cut through confusion

The IDM has announced a new positioning as part of a longer term strategy to clarify its 'turf' within the marketing community. A new logo positions the institute as the professional development body for direct, data and digital marketing, and aims to differentiate it from the 30 other trade bodies representing the marketing industry.

Professor Derek Forder, founder and chief executive of the IDM, comments, “direct marketing is becoming increasingly hard to define – the distinction is no longer so straightforward. This repositioning is about being a lot clearer about what we do.”

The new logo is being used on all new IDM collateral, and will also be communicated through a number of “new initiatives” which Forder says will take place over the course of next year, although he declines to offer any further information. There will be no change to the structure of the organisation.

The IDM was established in 1987 and has 5000 members.


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