RADIOWATCH: DRDB reveals identity for digital radio technology

The Digital Radio Development Bureau (DRDB) has unveiled the new logo and brand identity for digital radio technology. The move comes as DRDB tries to ensure that retailers and consumers specify 'DAB Digital Radio' to avoid confusion about digital technology.

The identity, devised by Proximity London and DFGW, will be used on all literature and point-of-sale material for DAB digital radios, as well as advertising across all media. The strapline 'Hearing is believing' emphasises the audible difference between digital radio and analogue.

DRDB marketing director Mike Spencer said: "Some radios have 'digital radio' on them when they are not, and some retailers are selling digital clock radios as digital radios, when they have no digital receiver. We need to clearly position DAB as the differentiator, so that people ask for it by name."

The logo will not be used on digital radio products because there is already a DAB trademark owned by Philips, which appears on digital audio goods.

"The logo is going to make a huge difference to customers' perceptions," said Spencer.

All DRDB members, including commercial stations as well as the BBC, will use the logo in all their communications.

The branding is already included in the second phase of the DRDB's radio campaign, featuring the voice of John Peel, in which he reminds listeners, "It ain't a digital radio unless it's got DAB on it".

The DRDB is also running ads in the electrical retailing trade press to remind retailers of the difference.

The Bureau is still seeking a chief executive to replace Terry Scicluna who resigned last month. Paul Brown, chief executive of the Commercial Radio Companies Association, is overseeing the role until a replacement is found.


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