COMMENT: EDITORIAL; The name of the game is success

Countrywide Porter Novelli is a bit of a mouthful. But then snappiness wasn’t the priority in deciding to rebrand the consultancy as part of the new Porter Novelli International group.

Countrywide Porter Novelli is a bit of a mouthful. But then snappiness

wasn’t the priority in deciding to rebrand the consultancy as part of

the new Porter Novelli International group.



Instead, the exercise is specifically aimed at getting the network on to

the small number of international pitch lists dominated by global PR

brands. As these pitches are often for US-based clients, extending the

respected Porter Novelli brand across the Atlantic makes sense.



The rebranding is also very much in line with current trends. The

international consultancy map is pretty well established. What we are

witnessing now is a mopping up operation which will further distance the

top players from the rest of the market. This operation typically

involves maintaining or setting up secondary brands to avoid lost

business as a result of client conflicts; investing in IT to establish a

competitive advantage over smaller rivals; and improving the ability to

combine international expertise in a single client team. It also means

using seamless branding to help get on global and regional pitch lists.



The Communications International label - the previous tag used to link

Countrywide and its sister companies - did little more than add two of

the most overused words in the PR lexicon to brand names already

familiar in their own markets. Having a powerful brand name on which to

focus the group’s international ambition makes a lot of sense.



The question is whether one of the UK’s best known consultancies will

eventually drop the Countrywide name to become Porter Novelli. Chairman

Peter Hehir says it will not happen unless Countrywide itself chooses to

go that route.



Provided it is handled properly, it should not matter one jot either

way.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.