What's in an advice firm's brand? Not a lot, it turns out

Businesses spend days, weeks, months even, agonising over their brand. Not just their name, but their colour scheme, logo, slogan and all the rest of it. They spend millions on consultants to make sure they get it right. For decades, one of the UK's premier pensions brands did a pretty good job of making its brand known. The key? A memorable mascot of sorts. Scottish Widows was the Widow that spent decades at the front and centre of its advertising campaigns. But the firm is now dropping the iconic character from its branding, according to reports. Why ditch such a mainstay of your...