0:00:22.605,0:00:26.133
Aviva as a business has actually been

0:00:25.002,0:00:30.023
around for about 300 years in different

0:00:27.033,0:00:33.152
forms and different company names and

0:00:30.023,0:00:34.116
about 10 years ago we were about 50

0:00:33.449,0:00:36.930
different brand names all across the

0:00:35.016,0:00:39.090
world world across our different markets

0:00:36.093,0:00:40.158
and we realized that that was a pretty

0:00:39.009,0:00:43.026
inefficient way of operating as a

0:00:41.058,0:00:46.104
business and that by combining together

0:00:44.007,0:00:49.676
to act more as one business throughout

0:00:47.004,0:00:51.983
the world and having it one brand name

0:00:49.739,0:00:54.930
to sort of signify that unity around the

0:00:52.019,0:00:58.400
world it was pretty critical to start to

0:00:54.093,0:00:57.140
adopt I'm one single name

0:00:59.001,0:01:03.350
the name of Eva didn't come from a

0:01:01.469,0:01:05.477
business it wasn't that we decided to

0:01:03.359,0:01:08.130
take the name from one market and apply

0:01:05.549,0:01:10.556
it everywhere we actually found new name

0:01:08.013,0:01:14.046
so we went to research a new name that

0:01:10.619,0:01:16.470
could work in every market that meant

0:01:14.046,0:01:18.095
positive things but also didn't really

0:01:16.047,0:01:18.095
mean anything

0:01:21.549,0:01:26.780
would any of this have happened to me

0:01:23.078,0:01:31.837
but is still being Richard Starkey way

0:01:26.078,0:01:34.837
Negroes people know Walter Willis have

0:01:32.539,0:01:37.615
got to play the leading man sometimes a

0:01:35.539,0:01:40.340
change in name is more than a change of

0:01:38.299,0:01:44.990
me sometimes it's a chance to show the

0:01:40.034,0:01:46.513
world you've always wanted to be the

0:01:44.099,0:01:50.368
Aviva name first appeared I think in

0:01:46.819,0:01:52.610
2002 and that's when Aviva PLC was

0:01:51.259,0:01:54.337
formed and that's when we started being

0:01:52.061,0:01:58.000
listed as a Viva on the London Stock

0:01:55.039,0:02:00.132
Exchange and our smaller market started

0:01:58.549,0:02:03.950
to adopt name Aviva from that point on

0:02:00.969,0:02:06.140
however we left our three largest

0:02:03.095,0:02:08.193
businesses therefore our three largest

0:02:06.014,0:02:11.018
brands they kept their original names so

0:02:09.049,0:02:14.000
they they were norwich union in the UK

0:02:11.018,0:02:16.887
hibernian in ireland and commercial

0:02:14.000,0:02:19.549
union in poland so we left those three

0:02:17.049,0:02:22.910
brands all with their original names and

0:02:19.549,0:02:25.400
it was only in 2009 2010 were those

0:02:22.091,0:02:28.115
brands finally migrated to the Aviva

0:02:25.004,0:02:31.010
name the reason hibernian norwich union

0:02:29.015,0:02:34.073
and commercial union in ireland UK and

0:02:32.000,0:02:37.013
poland kept their names was because they

0:02:34.073,0:02:38.087
were the largest brands the largest

0:02:37.013,0:02:41.051
businesses and therefore they carried

0:02:38.087,0:02:45.076
the most risk to move from their names

0:02:41.051,0:02:50.144
to the new Aviva name however in 2007 we

0:02:45.859,0:02:53.480
had a new CEO Andrew moths and he one of

0:02:51.044,0:02:54.101
his new things really was introducing

0:02:53.048,0:02:56.093
this new vision for the business which

0:02:55.001,0:02:58.010
was about Warren Aviva which is about

0:02:56.093,0:03:01.162
truly harnessing the power of having one

0:02:58.091,0:03:01.162
brand name all over the world

0:03:03.001,0:03:09.064
the logo I think may originally have

0:03:06.129,0:03:11.148
referenced an old norwich union logo and

0:03:09.064,0:03:12.993
but to be honestly it was something that

0:03:11.319,0:03:17.375
was created for Aviva very much thinking

0:03:13.569,0:03:17.600
about the future of the business overall

0:03:18.028,0:03:22.207
the biggest risk when changing your name

0:03:20.009,0:03:23.012
is that you're going to lose people

0:03:22.459,0:03:26.270
along the way that they're not going to

0:03:23.093,0:03:27.149
know that you've changed your name or

0:03:26.027,0:03:29.084
they're going to be confused so what you

0:03:28.049,0:03:31.070
need to do is be very clear with

0:03:29.084,0:03:33.092
communication all the way along the way

0:03:31.007,0:03:34.046
to mitigate that risk by telling people

0:03:33.092,0:03:36.107
that you're going to change your name

0:03:35.009,0:03:39.013
and just trying to be as clear as

0:03:37.007,0:03:39.013
possible

0:03:39.819,0:03:44.847
we announced it to the city first of all

0:03:43.018,0:03:46.167
then we introduce some advertising to

0:03:45.099,0:03:48.171
tell people were going to change our

0:03:46.329,0:03:50.415
name then we wrote to all of our

0:03:48.819,0:03:52.848
different customers so they all had a

0:03:51.189,0:03:55.510
specific communication telling them

0:03:53.109,0:03:56.175
about the name change and then more

0:03:55.051,0:03:57.900
advertising talking about the name

0:03:56.769,0:04:00.777
change and then additional advertising

0:03:58.359,0:04:02.445
talking about what kind of brand Aviva

0:04:00.849,0:04:05.290
was going to be and therefore what they

0:04:03.219,0:04:07.590
should expect from a brand experience of

0:04:05.029,0:04:07.032
viva

0:04:08.072,0:04:14.118
the benefits of having one name all over

0:04:11.028,0:04:18.069
the world are manifold Spellacy I think

0:04:15.018,0:04:20.036
a big one is about having one brand name

0:04:18.069,0:04:21.075
although all over the world makes us

0:04:20.036,0:04:23.136
appear as warm brown one business one

0:04:22.029,0:04:25.125
force to be reckoned with all over the

0:04:24.036,0:04:28.070
world I think you know with the world's

0:04:26.025,0:04:30.111
fifth largest insurance company people

0:04:28.007,0:04:32.013
tend to perceive that we're very UK

0:04:31.011,0:04:34.077
heavy and we are forty percent of our

0:04:33.003,0:04:36.030
businesses here but a lot of our

0:04:34.077,0:04:39.078
business is elsewhere and I think it was

0:04:36.057,0:04:41.060
an opportunity to make ourselves make

0:04:39.087,0:04:43.136
Aviva see much more of a global player

0:04:41.087,0:04:46.124
similarly I think it was an opportunity

0:04:43.919,0:04:49.800
to revitalize the brand I think our

0:04:47.024,0:04:51.096
previous legacy brands were very strong

0:04:49.008,0:04:53.013
I'm talking specifically hear about

0:04:51.096,0:04:54.180
norwich union hibernian commercial union

0:04:53.085,0:04:58.104
because the other businesses has already

0:04:55.008,0:05:00.039
changed the Aviva name but they were

0:04:59.004,0:05:03.030
very strong but they were very and seen

0:05:01.011,0:05:05.070
generally as quite old and old fashioned

0:05:03.003,0:05:06.842
and quite stayed almost and you know

0:05:05.007,0:05:08.073
we're an insurance company that's a

0:05:07.139,0:05:11.100
that's a natural preconception so I

0:05:09.036,0:05:13.095
think actually it's an opportunity to

0:05:11.001,0:05:18.096
revitalize the brand and to give more

0:05:13.095,0:05:20.097
energy and yeah vitality a 222 Aviva as

0:05:19.005,0:05:24.087
the perceptions of Aviva as a business

0:05:21.015,0:05:26.076
and obviously there are also big cost

0:05:24.087,0:05:28.143
efficiencies for having one name all

0:05:26.076,0:05:30.159
over the world in lots of different ways

0:05:29.043,0:05:33.078
just means that we are able to really

0:05:31.059,0:05:36.078
make the most of our buying power make

0:05:33.078,0:05:38.147
the most of our selling power make the

0:05:36.078,0:05:41.087
most of systems and operations and

0:05:39.047,0:05:42.126
websites and all these different reasons

0:05:41.789,0:05:45.060
why it makes so much more sense to have

0:05:43.026,0:05:47.057
one name one way of doing things all

0:05:45.006,0:05:47.057
throughout the world

0:05:48.055,0:05:53.071
I think one of the biggest challenges in

0:05:51.043,0:05:55.051
managing a brand for financial service

0:05:53.071,0:05:58.102
company versus a project that you pick

0:05:56.023,0:06:00.099
up in a supermarket is that particularly

0:05:59.002,0:06:03.004
with insurance actually is that your

0:06:00.099,0:06:05.185
interactions with that brand of very few

0:06:03.004,0:06:08.062
so if you're a tin of beans you know

0:06:06.085,0:06:10.150
people go into the supermarket and they

0:06:08.062,0:06:12.130
pick up that tin of beans no once a week

0:06:11.005,0:06:14.059
they eat that tin of beans once or twice

0:06:13.003,0:06:16.006
a week they have much more interactions

0:06:15.004,0:06:18.013
with it financial services particularly

0:06:16.006,0:06:20.035
insurance what you make one renewal a

0:06:18.094,0:06:21.139
year or you know it's just the statement

0:06:20.089,0:06:23.107
that you receive in the post the rest of

0:06:22.039,0:06:25.120
the time we're not interacting with the

0:06:24.007,0:06:27.040
brand or when people do interact with us

0:06:26.002,0:06:29.083
it's when they're calling to make a

0:06:27.004,0:06:31.078
claim or make a complaint or a square

0:06:30.001,0:06:34.015
there why their rates have gone down so

0:06:32.014,0:06:36.109
it it's that's the biggest challenge is

0:06:34.015,0:06:38.080
that how can we build a brand with very

0:06:37.009,0:06:42.037
few level numbers of numbers of

0:06:38.008,0:06:43.024
interactions and how can we help it to

0:06:42.037,0:06:45.106
be a very positive experience when

0:06:43.096,0:06:48.102
actually dealing an insurance company is

0:06:46.006,0:06:49.011
quite transactional boring thing

0:06:50.047,0:06:52.053
you

0:06:56.036,0:07:01.121
I think the risk of rebranding a

0:06:59.087,0:07:02.686
well-known companies it's well known so

0:07:02.021,0:07:04.103
you're going away from something that's

0:07:03.469,0:07:07.310
a staple something that you know

0:07:05.003,0:07:08.012
everyone knows about and then going to

0:07:07.031,0:07:10.043
something completely new I think the

0:07:08.093,0:07:11.099
reason they were rebranding this case

0:07:10.043,0:07:12.742
was because they had different

0:07:11.099,0:07:15.778
businesses and different places around

0:07:13.129,0:07:19.310
the world which is something I didn't

0:07:16.669,0:07:20.674
realize when I knew norwich union had

0:07:19.031,0:07:21.880
changed that am I never really

0:07:20.719,0:07:25.430
understood why and I'm one of their

0:07:22.159,0:07:26.750
clients I want their customers so I

0:07:25.043,0:07:28.462
think in that case it was trying to bind

0:07:26.075,0:07:30.394
together a company with lots of

0:07:28.849,0:07:33.080
different names and different identities

0:07:31.069,0:07:34.156
in different places which that makes a

0:07:33.008,0:07:37.031
certain amount of sense it's like we're

0:07:34.939,0:07:38.974
decorating a house just just because it

0:07:37.031,0:07:40.127
looks nice doesn't mean it can't use a

0:07:39.289,0:07:44.830
better coat of paint if I go abroad I

0:07:41.027,0:07:47.096
like to know that my company my bank my

0:07:44.083,0:07:49.109
my sort of my restaurant anything that I

0:07:47.096,0:07:52.108
like so much I can go get the exact same

0:07:50.009,0:07:52.108
thing in a different country