Online Dating Industry Journal

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.

New Industry Column: Branding Brilliance

(Online Dating Industry Journal) Online Dating Magazine's most recent "Inside the Online Dating Industry" column focuses on how Internet dating sites can better brand their services.  The column praises eHarmony's recent press push as a positive move toward further branding their service as a "relationship service."  From the article:

"This month, eHarmony added to the brilliance of their branding with three press releases, all tied around one theme - marriage. The first was about a one-year study which showed that, on average, 90 people a day (who met on eHarmony) get married. A second release was on a study showing that eHarmony couples who marry are “happier” than other married couples. A third was the introduction a new eHarmony service to help married couples with their relationship.

This type of branding is priceless. eHarmony has effectively positioned itself as the leading service for people who are marriage-minded. Very smart.

The column also exposes a bad branding move on the part of PerfectMatch.com in which they only appealed to the Baby Boomer generation, even though they are a service for several generations.

Read the entire article at Online Dating Magazine.