What's in a name? Why Techmedia is now Purch

Antoine Boulin, president, media at Purch, explains the reasoning behind the group's recent rebranding.

Purch: the new name for Techmedia
Purch: the new name for Techmedia

Find me an example of a successful rebrand and I’ll find you one that has failed. In the UK, UKTV G2’s decision to change its name to Dave was a perfect bit of rebranding. Royal Mail’s to Consignia not so.

Make no mistake about it, rebrands are hard to get right but if you crack it, then the rewards are bountiful. Just ask Accenture if they wish they had stuck with the name Andersen Consulting. I doubt it.

At Techmedia we have decided to rebrand as Purch – a name that we believe not only perfectly encapsulates our offering, but will also resonate with consumers.

Our website brands such as Top Ten Reviews, Tom’s Guide, Tom’s Hardware and Live Science effectively straddle two camps – content provider and e-commerce platform. So the name Purch seems apt to visitors to our sites – it helps with their purchase decisions.

Likewise, Purch embodies our goal of helping marketers directly engage with buyers in the right place.

The rebrand also coincides with our UK launch, where we are recognised as number one in the tech vertical, according to the latest Comscore figures.

The UK is awash with great content sites and great commerce sites, but UK users are no different to US users in that they are time pressed. The Holy Grail for consumers is finding relevant content and commerce experiences in one place, not flitting from website to website.

At Purch we are taking this one step further. We are creating content that enables marketers to engage with in-market shoppers in the right place, at the right time, and combines purchase recommendations and commerce opportunities into one user experience.  

We know we’re onto a winner and what’s more others will follow suit. And if the name Purch doesn’t grab consumers straight away, we won’t be rebranding as Consignia. We’re in it for the long haul.

Antoine Boulin is president of media at Purch

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

VivaWomen! puts on a show

VivaWomen! puts on a show

Something exciting happened at Saatchi & Saatchi last night that pushed beyond advertising, writes Jo Wallace, creative director, Saatchi & Saatchi.

Share
Sven-Göran Eriksson stars in BetVictor ad

Sven-Göran Eriksson stars in BetVictor ad

Sven-Göran Eriksson, the former England football team manager, features in BetVictor's newest TV ad.

Share
Vizeum wins £60m Burger King European media business

Vizeum wins £60m Burger King European media business

Burger King, the fast-food chain, has appointed Vizeum to handle its consolidated European media planning and buying account, estimated to be worth €74 million (£58.7 million).

Share

Get news by email