Diary: Bite chews over what’s in a name, as it tightens its jaws on its moniker

Inter agency wrangling took a surprising new twist this week when Bite Communications, the self-styled ’consumer tech’ consultancy, found itself in the middle of an identity crisis.

Inter agency wrangling took a surprising new twist this week when

Bite Communications, the self-styled ’consumer tech’ consultancy, found

itself in the middle of an identity crisis.



The offspring of IT’s PR colossus Text 100, 18-month-old Bite hit upon

the term consumer tech as a specialist identity badge during a

preliminary meeting in June 1995. But they were not the only ones. Up

and coming tech outfit Fodor Wyllie also lays claim to the same

title.



’That was the reason for setting up,’ says agency co-founder Grace

Fodor, who claims that she dreamed up the consumer tech label in April

1994.



’I thought there was a need in the market for consumer oriented

technology PR and the name came naturally.’



Even worse, Bite now finds its own company name under threat. A

celebrity publicity agency also called Bite has emerged on the scene,

although partner Kenna Kendall claims to be unaware of the other Bite’s

existence. ’I think there’s a computer company and a sandwich shop

called Bite, but I don’t know about a PR firm,’ she says. ’We sometimes

get rung up by people who think we’re a bookies shop.’



Matthew Ravden, Bite Communication’s managing director admits he is

looking into the idea of trade marking the Bite name and consumer tech

brand, but concedes that the best form of flattery is imitation. ’I like

to think that even on a subliminal level we are having an impact,’ he

says.



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