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BRANDING NEWS: Respond has image boost

Respond has launched a fully integrated campaign around its brand revamp to generate more awareness of its customer service software, amongst clients in the commercial, finance and public sectors.

The rebrand incorporates a new logo, redesigned packaging and an updated website, all devised by agency The Crocodile, and produced last December.

The campaign is employing a mix of search engine marketing and optimisation. Direct mail is also being used, with propositions honed in the light of customer research conducted last year.

Fiona Stevens, director of marketing at The Crocodile, describes the new identity campaign as, “a 'one-minute pitch' demonstrating how businesses today are inundated with various types of feedback and the dangers of not reacting to and utilising it. Respond's software solution helps organisations manage and understand these complaints and feedback, and then turn it into meaningful, beneficial information for them.”

Respond is also organising a live event later in the spring, targeting high-end business consultants and analysts in the finance sector, with the aim to communicate the changes to the Respond brand.

Stevens says, “Respond has experienced sustained growth over the past year, they can offer a more sophisticated product and want their clients to be aware of this.”


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