Interbrand vision for loyalty group

Interbrand has created a six-figure brand, which includes naming and identity, for a direct-to-consumer website to be launched next month by voucher and coupon redemption company NCH Marketing Services.

The identity remains under wraps until mid-September when the company begins a marketing campaign worth £3.5m over three years. However, Design Week can exclusively reveal that the name and domain address is understood to be wishvalue.com.

Andrew Gibb, marketing director for NCH Marketing Services, would neither confirm or deny the choice of name. But the concept for the brand, he says, is a ‘lifestyle proposition’ which will have a ‘wide appeal’ and ‘the potential to become a household name’.

Gibb adds, ‘The name has to be strong and memorable – it’s not a case of taking six letters and putting them together for a website. [The name] needs to be able to stand on its own two feet. It must not compete with the brands it hosts, but it should stand up to serious scrutiny.’

The website is intended to provide a central resource for the ‘loyalty marketing’ of major consumer and retailer brands. Details of those participating are yet to be disclosed, but the company’s client list includes most of the UK’s fmcg brands, as well as the likes of Sainsbury’s, Boots the Chemists, Asda Walmart, Safeway, Superdrug and Woolworths. In terms of content, competitions and product information will sit alongside promotions and incentives.

Interbrand was appointed in January after a four-way pitch. The design team was led by director Andy Payne and the identity created by designer Catherine Edwards.

NCH Marketing Services acts on behalf of product brands and retailers as a clearing house for the reconciliation of coupons, as well as developing and managing loyalty programmes. It operates in several major markets around the world.

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