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O2 subsidiary Be Broadband is to revamp its web presence as part of wholesale rebranding exercise, which will be shaped by customer feedback.

The refresh of the Be brand will be predicated on input from Be customers, who have shown themselves to be one of the most active user communities among broadband providers. Be’s faster, more specialist broadband products, which offer speeds of up to 24Mb, have garnered strong support among the burgeoning online gaming community and heavy downloaders.

Brand consultancy Dave and marketing agency Altogether have been jointly engaged by Be for the project and will handle the brand and portal design facets of the exercise respectively. The makeover is expected to attempt to build on Be's customers’ perception of the company’s strong brand values. According to Be, these are the “responsive and transparent attitude of the Be team, as well as the technically advanced capability [of its services]”.

Previously, Oli White, head of marketing at Be's parent company O2, had hinted that a rebrand was imminent and that this could include doing away with the distinctive pink asterisk that appears on the internet service provider’s (ISP) logo. Speaking to Digital Age, Mr White noted that this element of its branding could be off-putting to its core customer base of 18-34 year-olds.

A statement from Be stressed the commitment the company has to involving their customers in the process, noting that they will be at the “centre of this brand redevelopment” which it is claimed will result in a service that “will be able to better meet the needs of our members”.

Kaihaan Jamshidi, a consultant at Dave, added: “Be have a pedigree in shaking up the market following their launch with a ground breaking technology. The enthusiasm of their community proves that its a brand that deserves to be more famous than it is. Community is at the heart of why customers love Be and that’s what we will be building on.”

Be has consistently courted the gaming market with incentives such as the chance to test-play massive multiplayer online games such as Freaky Creatures and free games vouchers with its packages. This close relationship with the gaming community was made more official recently when the company signed a sponsorship deal with video games body eSports Association, under which it became the organisation’s official ISP.

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