The Partners has created a new identity for database marketing group Dunnhumby Associates, prior to it launching a new product range.
The new look, incorporating the strapline “essential customer genius” is designed to convey the commercial necessity of customer relationship marketing. It also seeks to convey the client’s position in the market, says Dunnhumby Associates chief executive Edwina Dunn.
The company aims to underline its commitment to growing marketing trends, producing personalised communications for consumers and businesses.
“It’s time for clarity on customer relationship marketing, with so much theory and too few expert practitioners,” says Dunn.
“We want to make sure that organisations focus on customers and what they want and expect. Too much effort is still being focused on the development of interactive channels and systems integration, to the detriment of customer relationships and service,” she adds.