Economist kicks off plan to perk up brand profile

<p>HONG KONG: The Economist is planning a redesign as part of an </p><p>overall programme to perk up its brand and double the circulation of all </p><p>of the group's products, including The Economist Intelligence Unit and </p><p>The Economist Conferences. </p><p><BR><BR> </p><p>The work is being spearheaded in Asia-Pacific with the help of </p><p>OgilvyOne, however, The Economist Group global chief executive Helen </p><p>Alexander describes the upcoming changes as part of an ongoing evolution </p><p>of the brand. </p><p><BR><BR> </p><p>"The brand is in constant evolution and over the years we've had a </p><p>number of timely changes, big and small." </p><p><BR><BR> </p><p>While Alexander declined to offer specific details about the </p><p>revitalisation push, she did say part of the effort will involve </p><p>attempting to capture a younger group of readers who are in the top 10 </p><p>per cent of income earners and who have an interest in international </p><p>news analyses. </p><p><BR><BR> </p><p>"Some of the growth will come from younger people. People who are </p><p>executives in their 30s are also our target." </p><p><BR><BR> </p>