The Guardian News, a staple for the UK news scene has made a bold move for branding itself as an international news source. The first step was acquiring the domain TheGuardian.com, a switch from the UK domain they have previously used for the past 5 years: http://guardian.co.uk. In the last 5 years since launching the online news channel, they have experienced explosive growth in readership and website views. The latest domain change was a step towards positioning itself as a global news leader rather than only delivering news for the United Kingdom.
Guardian News & Media’s chief digital officer, Tanya Cordrey, was quoted in their blog: “This may be a small URL change but it marks a big step for the Guardian and reflects our evolution from a much-respected national print newspaper based only in the UK – reaching hundreds of thousands of people once a day – to a leading global news and media brand.
This will be an interesting re-branding story to follow and learn how you can apply these type of global branding techniques to your own business.
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