When Norwich Union changed its name to Aviva in 2009, the insurance industry was notorious (and none too popular) for refusing to treat people as individuals. So, with ad agency AMV, they developed a new brand positioning built around recognition. Recognise me Aviva planned to behave differently by recognising everyone as individuals, both inside and [...]
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Posts Tagged ‘brand strategy’
Tone of voice roll-out – where do you start?
March 19th, 2010 by Ben Afia
Ever experienced that sinking feeling when you get new brand guidelines through from your agency? You’ve already put a load of work into them, and now you’ve got to work out how to put them to work. It first happened to me at Boots – OK, so I’d written the tone of voice. But once [...]
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