AT8's Mark Loosmore examines the changes Aviva has made to its business strategy in the past two years.
In 2008 Aviva made a brave decision to leave behind the Norwich Union (NU) brand, one of the best-known in the UK insurance industry. It did this to drive consistency through its global branding strategy. Little time was wasted because they had to implement the brand change throughout the business by the following June. The effect was not just a superficial name change; this was every internal document, every service, every product, every piece of stationary: the full monty. With the change came the chance to create not just a new image but a whole new set of brand values with which to r...
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