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‘eHarmony for brands’ consultancy launches

A consultancy that matches brands in the same way that eHarmony matches people has launched.

Called Brand Dating, the new venture uses an algorithm that finds similaries between a brand’s ambitions and attributes to help them find the right brand to partner.

The service costs $4,000 a year to use, with users guaranteed four matches per year. The site offers a free online brand personality test as an introductory offer.

“It’s like eHarmony for brands,” explained founder John Gamvros, who says 50 brands have signed up for the service. “The more members join, the more powerful it gets, and we expect 100 to have joined within the next few weeks.”

The venture is backed by a team from Stoke Agency, which was behind deals between Condé Nast and The Princes Trust, and Diet Coke and Karl Lagerfeld in the UK.

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