Crass Stupidity
Branding
In the current economic climate where every sane business leader is striving to keep customers, to keep their brand visible and to attract new business in a declining market; there is one company that has joined Gordon Brown’s ministry of silly decisions…Norwich Union.
Norwich Union, a giant and a brand of 200 years. A great name reassuringly safe that appears to be conservative in this turbulent economic climate where there appears to be little safely in financial institutions. I can only presume that the decision to re-brand Norwich Union to Aviva must have been taken by a banker, accountant or lawyer (sorry to offend my friends in these professions). Maybe Norwich Union are going to diversify and don’t want to be identified with providing good value insurance products. Or perhaps they are going into construction, ship building or furniture retailing (great markets to lose money in right now).
Anyhow they probably spent a million or two in dreaming up the name Aviva and are now spending “trillions” (fashionable word) on their re-branding and advertising etc. This is money that could have been spent on winning new business and increasing shareholder value.
If you have a minute……how about some ideas to destroy other great brands with a new name.
Royal Mail – you can’t suggest Consignia as they tried that one Virgin Microsoft Scottish Widows Tesco Marks & Spencer McDonalds
February 9th, 2009 at 1:58 pm
Like you, I can’t quite fathom the decision to spend time and money on killing the trusted NU brand! I guess it makes them appear less Norwich-centric but that’s a small gain in the scheme of things.
Difficult to suggest brand changes that would have a negative impact as it’s the very action that causes the problem. I can understand this if you’re trying to dump brand baggage (though that doesn’t always work either) but why ruin one of the very things you have going for you?!
February 17th, 2009 at 6:17 pm
In defence of Norwich Union…….The name Aviva is not new – in fact Aviva is the name used in all of the groups global markets apart from the UK, Ireland and Poland. In Asia, North America and other markets, Aviva has been around for a number of years.
In harmonising the group under one global brand name, the potential benefits become clear. Yes it costs a lot of money, but I guess it takes a lot of money to make this sort of change. I, for one, as an employee of Aviva, am proud to be associated with and be part of this change. From the inside looking out, it’s going to be great!
April 19th, 2009 at 12:46 am
Maybe I’m thick but talk like “In harmonising the group under one global brand name, the potential benefits become clear” by Mr Rosling smacks of bean counter babble and marketing mumblings. I bet he’s one of the inner sanctum that think this idea is brill, and not one of the troops theatened with redundancy, or maybe he’s neither and his real name Sachin Rosindia and he works in Bangalore or something, and this is what his screen tell him to say.
I looked through the FAQ on their web site and the one question which is conspicuous by it’s absence is “just how much did you pay those celebs, and how many jobs does that equate to”.
Sorry, but the only thing this ridiculous advert does is create bad feeling towards the company.