Building a brand, making a name

Brands. To some a word synonymous of the world we live in and to be embraced, to some a dirty word to steer well clear of and to some, just a logo… We are all different and that is what makes being a marketer so challenging. When we think about the world’s biggest and most respected brands, it is not that easy to reel off financial services providers or insurers. We are just not that visible, not that exciting and indeed, not that respected by consumers if we are honest. Why? Well, there are many reasons, but it is fair to say the world’s of insurers and brands do not fit together all...