Jade gets branded

Christchurch-based software development company Jade has formed an alliance with Trigger Australasia - a specialist marketing agency that focuses on brands.

Christchurch-based software development company Jade has formed an alliance with Trigger Australasia – a specialist marketing agency that focuses on brands.

Trigger Australasia managing director Rafe Ring says this is a unique arrangement as it puts control of e-commerce strategy and development in the hands of senior business management- not IT departments.

And it is more than just developing a fancy Web site, says the head of the year-old Omnicon Group-backed company.

“Web sites are only a small part of e-commerce activities. We are working with a range of clients to help them analyse and re-construct their businesses. It is about bringing the brand to life at an individual level- with customers, staff, suppliers and shareholders- the entire value chain,” he says.

Ring says he chose Jade for its expertise in developing, building and hosting major e-commerce businesses such as ASB Fastnet and BankDirect, plus government sites like ports management and APEC Global Accreditation.

Jade sales and marketing general manager Owen Scott says the deal reflects the growing power of consumers.

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