In a £40m rebranding exercise, cable company NTL has brought all its acquisitions under one name. ‘We wanted consumers to relate to NTL in a positive way, with the identity reflecting the company,’ says marketing director Mike Hounsell. Customer research on the proposed new look was carried out by an independent research company, and ten workshops were held for employees. Hounsell looked at five or six consultancies before selecting Basten Greenhill Andrews for its ‘strength of process, which led to the final design’. On picking a consultancy for a project such as his, Hounsell says: ‘The group needs to be very clear on the disparate values [of the company], and should have a strategic approach to design rather than just getting a nice look… The design has to be integral to the marketing strategy.’
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