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