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BRANDING NEWS: Zeus to build global brand online

Internet solutions company Zeus aims to create a global brand with a £3 million investment – the main thrust of this will focus on developing the website as well as support extranets.

Steve Palmer, director of marketing, comments, “We need to rebrand the website because the company has matured and the site hasn't quite evolved as much as the company. We need to make it more consistent with the type of company we've become.”

Zeus has appointed Ware Anthony Rust (WAR) to develop its online offering and will, in turn, use a combination of online advertising, PR and search engine marketing to maximise it. As part of its remit WAR will define a house style and new brand guidelines for the website.

Due for completion at the end of this month (April) the site will host a number of different areas suitable for different users.

Palmer explains, “The CIO will see a more high-level message whereas the IT manager will get an operational focus.”

Banner ads on eWeek and Network World – websites for high-level IT workers – as well as SEM activity using Google ad words will get people on to the site, according to Palmer. A PR campaign including a speaking tour is also planned in the next few months.

The company's traditional collateral including logo, letterheads etc. will remain untouched.

Palmer comments, “The last thing I want to do after getting a £3 million investment is change the logo. Instead I want to explore the personality of the brand.”


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