Product Launch and Rebrand at Chime

The Research & Engagement Division of UK-based marcoms group Chime has announced the launch of the Trust Accelerator, a new tool which allows businesses to identify their trust ratings. The division is also rebranding as CIE.

Businesses in the new CIE (Chime Insight and Engagement) Division include Opinion Leader, Facts International, Naked Eye and Tree. Chime announced in March that the division had returned to growth after a 'very disappointing' performance the previous year. The group says the new branding also incorporates three core messages to communicate the Division's innovative thinking - Powerful, Essential and Magical.

Trust Accelerator was inspired by research for a book undertaken by Kevin Murray, the Chairman of Chime's communications subsidiary Bell Pottinger. Murray interviewed 60 Chairmen and CEO's of UK and global companies for the book - to be published in November - and was struck by the rise of trust as a major issue for companies. The tool was developed after a consultation process with clients to understand how it could add value to their business.

The tool measures and categorises key components of trust and identifies ways to improve it. Bell Pottinger will offer to follow up projects involving the tool, working with the companies in CIE to implement a strategy and communications programme with the goal of improving customer experience and subsequent trust ratings.

Crispin Beale, Chief Executive of CIE, said: 'The Trust Accelerator is an extremely exciting proposition. This unique tool will help our clients to better understand the different dimensions of trust and give them actionable insights to help improve their trust metrics and deliver real change in their organisation.'

Web sites: www.chime.plc.uk and www.cie.uk.com .