Bone Fish Rebranding Image

(Online Dating Industry Journal) Bone Fish, a company that provides co-branded online dating services that share the same database (White Label Dating), has announced that it is re-branding its corporate image.

“To commemorate our first decade in the online dating and adult sector – and to prepare ourselves for the journey ahead – the team at Bone Fish Ltd made the decision to modernize and completely re-brand the company image to take on a more contemporary, upbeat and proficient standing in the white label dating marketplace," says Michael Fitzgerald, Director of Bone Fish. "Because although we have surpassed the targets set-out in our 1999 ten-year plan, in a sector as competitive as ours it is important to continually innovate and change to ensure success for the future.”

Bone fish has more than 14,000 clients who run their own dating services using the white label dating solutions provided to them. The company was founded in 1999 by Fitzgerald and Graham Hampson.

Phase One of the re-branding effort was a complete redesign of the company's Website. The re-branding  effort will continue later this year when Bone Fish launches a completely revamped service it claims will be "bigger and better" and "unparalleled in the marketplace".

Joe's Comments
Branding is one of the most important and overlooked aspects of public relations and marketing. But it goes well beyond the scope and depth of what Bone Fish says it is doing. I'd recommend the book Brand Aid for those interested in learning more about corporate branding.