Kevin Harrington // marketing // blog

Norwich Union have announced that they are abandoning their brand name after over two hundred years.

Norwich Union was founded in 1797 in Norwich, when 36-year-old merchant and banker Thomas Bignold formed the “Norwich Union Society for the Insurance of Houses, Stock and Merchandise from Fire”, a mutual society owned by the policyholders who received a share of the profits. [source: Wikipedia]

Now they’re adopting the name of a bus company, Arriva.

No! I misread it. They’ve become a yoghurt type of thing called Activia. Mmm, Danone.

Nope, wrong again…Aviva is the name. Throwing the baby out with the bath water? Possibly. What do you think?

Anyway, Norwich Union explain:

Why Change? Sometimes a simple change of name can unlock the potential that was there all along. Celebrities do it all the time. They know that if you want people to remember you, it helps to have a name that sticks.

For us, it was just a case of outgrowing the name we started out with. ‘Norwich Union’ fitted us fine in 1797, when we began selling protection against fire in rural communities. It still worked for us 200 years later, when we’d become the biggest insurer in the UK. But since we’ve joined up with Commercial Union and General Accident, we’ve got that bit bigger. In fact, we’re now the fifth-largest provider of insurance, savings and investments in the world.

As a global company, we need a name and a brand that will be recognised anywhere. The name Aviva brings together more than 40 different trading names around the world. It’s perfect for us because it’s short, memorable and feels positive and lively.

Apart from the new name, we’ll be carrying on as usual. We’re proud of our heritage and our values. We’ve got to know our customers, and have found that the best way to provide financial services is to treat every person as an individual. That’s something we’re definitely not going to change.

Right, I understand now. The trouble is how will I remember the name!

Woolworths fascia

Should people play around with corporate logos?

I think Google has added to their brand image by creating seasonal treatments for its logo. St Patrick’s Day and Christmas themes spring to mind. The modifications have given their business more of a sense of personality.

Here, in the photo, is the temporarily tweaked Woolworths fascia board from Broad Street, Reading. I’m in two minds as to whether this approach really works. I may be feeling negative as the snow covered doughnut bits are stuck over the letters in a temporary fashion.

This subject reminds me of the time when an enthusiastic marketing manager for Penguin Books in Australia changed their world famous logo – they put the Penguin on a surfboard and gave him some sunglasses! Normal use of the logo was resumed quite quickly.

What’s your view on this subject?

Directory enquiries

When you can’t get in your car you need help. Well I did anyway. And the number for Saab Assistance was locked in the car. Directory enquiries seemed to be the answer.

Whoops, well it would have been if I hadn’t phoned 118 118. Congratulations to them on their marketing and choice of number; it is the service that sprung to mind immediately. I think the fact that their call centre may be past the White Cliffs of Dover is highly likely when one is asked, “How do you spell Saab?”, “What does Saab stand for?” and “Is it a local dealer?”

Give me strength.

Anyway, I abandoned all hope on that one and noticed the number 118 247 staring up at me from the yellow pages. A number in seconds, and it was the right one.

The lessons learned:

1) If you invest in a brand name make sure you deliver behind it.
2) If you want directory enquiries I recommend 118 247.
3) Don’t lock emergency numbers in your car. Store them in your mobile as well.

Children In Need

It takes long enough for a charity to develop a trusted brand name. Protecting it can be even harder.

This BBC Children In Need collection box, seen in a fish and chip shop in Reading is labelled 2006 (last year) and uses the BBC Children In Need logo.

On closer inspection it appears that the funds are being collected for some local toddler group. There is a label on the top that has been added.

Misrepresentation or what?

Petrol price surveys

I  was waiting in a line to pay for some petrol at my local BP garage. The delay was caused by the usual number of people buying sausage rolls, milk, cat food and occasionally petrol.

The phone rang and a member of the staff answered the phone. The caller, presumably a competitor or their agent, asked the price of unleaded petrol and diesel per litre.

The BP cashier looked out of the window at the gantry sign with the price indicators and answered the caller by adding 1p per litre to the price.

Does this go on all the time? Is this kind of lying ethical? Whose interests are served by these tactics? Should a retailer allow themselves to be observed employing these tactics?

I personally feel that it is bad for the retailers brand image and it is unethical. It also serves to hold prices higher. This is unless everyone knows the tactics and it is all a daft game.

And what if the caller were a consumer or a price comparison website? This would then result in less business for the retailer that makes their prices appear higher than they actually are.

All very odd. Any thoughts on this?

Martin Salter MP

I was at Reading Prison last Friday. It was a photocall for Jail Guitar Doors and one of Reading’s two Members of Parliament, Martin Salter (pictured holding a Heritage H-575 guitar), was helping the cause.

Salter scales

When Martin Salter introduced himself to one of the inmates he said, “Martin Salter, as in the scales.” He was referring to Salter scales. But as he was talking to a young offender I’m not sure that this reference would have helped. For all I know Chris, the young offender, was trying to recollect where he may have seen Martin’s scales.I know Salter is still a trading brand but it is one of the companies that used to have a huge advantage when their products were used in many shops to weigh produce and groceries.

NCR (National Cash Registers) would be another brand that used to enjoy this free point of sale advantage.

Today’s equivalents are things like Streamline, Visa etc I guess.