Sian Harrington The Co-operative Group is to roll out a consistent look to all customer communication after a strategic review of its positioning. The new visual strategy, which covers everything from television and press advertising, point-of-purchase material and direct marketing to the group's carrier bags, follows the society's largest ever consumer research project to identify cues that make its message easily understandable to consumers. "We wanted to develop a greater degree of consistency, so that if you covered up the logo in any of our marketing you would still be able to tell it came from the same brand," explained Ged Carter, general manager of retail marketing. The new approach includes a colour palette containing the trademark blue together with yellow, a consistent typeface, and a new end line: Co-op, we go further so you don't have to'. "This works on different levels," said Carter. "It emphasises our physical proximity to customers but also on a conceptual level it says we go further when it comes to Fair Trade, braille and other responsible retailing issues." A tactical TV campaign breaks next week while all POP material will be replaced in January 2003. The society has already undertaken a two-store test of the new POP. Door leafleting activity and promotions-based press advertising will also be introduced in the new year. {{NEWS }}

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