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Critics round on RDN's rebranding.(Resource Discovery Network changes to Intute)(Brief article)

Information World Review

| March 06, 2006 | Caldwell, Tracey | COPYRIGHT 2006 Incisive Media, published with the permission of Incisive Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Tracey Caldwell

Tracey Caldwell

The Resource Discovery Network (RDN) is facing criticism over plans to rebrand itself as Intute.

Critics say the renaming comes just as awareness is growing of RDN and its services, but RDN defended the rebranding as necessary because many users of its individual services were not aware of the RDN umbrella brandname.

RDN executive representative Mark Williams said RDN's eight existing hubs -- including Humbul, Eevl, Biome and SOSIG -- had good name recognition among users who remained unaware of RDN. "We want to centralise and create one brand," he said.

The name "Intute" is awaiting the legal go-ahead and funding bodies are considering the proposals. The public launch of the newly branded higher education information service is scheduled for 13 July.

The eight hubs will merge into ...

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