The Changing Face of Networks January 30th, 2007 11:48 am

Following last year’s announcement by Affiliate Window that they were becoming Digital Window, Buy.at and now Tradedoubler have relaunched their brands with new looks. Strap lines seem to be popular this year as both companies have added little snippets to their logos - “More profitable growth, faster” and “Market like you mean it” respectively.

Neither strapline particular excites me. “Market like you mean it” sounds like something you’d say to a fed up teacher (say it out loud), and “More profitable growth, faster” sounds, well, odd in a grammatical sense.

It’ll be interesting to see whether other networks jump on the strapline bandwagon (DGM already have “more performance more return - which is actually better than the other two, and Paid on Results doesn’t really need one as it does what it says on the tin), or if some affiliates come up with their own “alternatives”.

I’m sure these things are nice in a commercial sense though and someone will appreciate them, but the important things go on behind the logos, and TD have tidied up their interface and as ever have done a professional job in switching from one version to another. Buy.at’s new interface has been live for sometime in beta, but at the moment I still head for the older version, simply because I currently find it easier and quicker to use.

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