WEBVTT

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Aviva as a business has actually been

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around for about 300 years in different

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forms and different company names and

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about 10 years ago we were about 50

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different brand names all across the

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world world across our different markets

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and we realized that that was a pretty

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inefficient way of operating as a

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business and that by combining together

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to act more as one business throughout

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the world and having it one brand name

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to sort of signify that unity around the

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world it was pretty critical to start to

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adopt I'm one single name

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the name of Eva didn't come from a

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business it wasn't that we decided to

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take the name from one market and apply

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it everywhere we actually found new name

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so we went to research a new name that

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could work in every market that meant

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positive things but also didn't really

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mean anything

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would any of this have happened to me

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but is still being Richard Starkey way

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Negroes people know Walter Willis have

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got to play the leading man sometimes a

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change in name is more than a change of

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me sometimes it's a chance to show the

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world you've always wanted to be the

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Aviva name first appeared I think in

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2002 and that's when Aviva PLC was

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formed and that's when we started being

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listed as a Viva on the London Stock

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Exchange and our smaller market started

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to adopt name Aviva from that point on

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however we left our three largest

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businesses therefore our three largest

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brands they kept their original names so

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they they were norwich union in the UK

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hibernian in ireland and commercial

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union in poland so we left those three

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brands all with their original names and

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it was only in 2009 2010 were those

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brands finally migrated to the Aviva

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name the reason hibernian norwich union

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and commercial union in ireland UK and

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poland kept their names was because they

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were the largest brands the largest

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businesses and therefore they carried

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the most risk to move from their names

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to the new Aviva name however in 2007 we

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had a new CEO Andrew moths and he one of

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his new things really was introducing

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this new vision for the business which

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was about Warren Aviva which is about

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truly harnessing the power of having one

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brand name all over the world

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the logo I think may originally have

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referenced an old norwich union logo and

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but to be honestly it was something that

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was created for Aviva very much thinking

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about the future of the business overall

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the biggest risk when changing your name

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is that you're going to lose people

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along the way that they're not going to

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know that you've changed your name or

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they're going to be confused so what you

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need to do is be very clear with

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communication all the way along the way

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to mitigate that risk by telling people

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that you're going to change your name

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and just trying to be as clear as

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possible

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we announced it to the city first of all

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then we introduce some advertising to

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tell people were going to change our

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name then we wrote to all of our

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different customers so they all had a

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specific communication telling them

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about the name change and then more

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advertising talking about the name

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change and then additional advertising

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talking about what kind of brand Aviva

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was going to be and therefore what they

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should expect from a brand experience of

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viva

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the benefits of having one name all over

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the world are manifold Spellacy I think

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a big one is about having one brand name

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although all over the world makes us

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appear as warm brown one business one

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force to be reckoned with all over the

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world I think you know with the world's

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fifth largest insurance company people

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tend to perceive that we're very UK

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heavy and we are forty percent of our

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businesses here but a lot of our

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business is elsewhere and I think it was

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an opportunity to make ourselves make

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Aviva see much more of a global player

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similarly I think it was an opportunity

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to revitalize the brand I think our

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previous legacy brands were very strong

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I'm talking specifically hear about

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norwich union hibernian commercial union

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because the other businesses has already

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changed the Aviva name but they were

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very strong but they were very and seen

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generally as quite old and old fashioned

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and quite stayed almost and you know

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we're an insurance company that's a

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that's a natural preconception so I

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think actually it's an opportunity to

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revitalize the brand and to give more

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energy and yeah vitality a 222 Aviva as

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the perceptions of Aviva as a business

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and obviously there are also big cost

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efficiencies for having one name all

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over the world in lots of different ways

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just means that we are able to really

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make the most of our buying power make

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the most of our selling power make the

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most of systems and operations and

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websites and all these different reasons

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why it makes so much more sense to have

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one name one way of doing things all

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throughout the world

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I think one of the biggest challenges in

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managing a brand for financial service

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company versus a project that you pick

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up in a supermarket is that particularly

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with insurance actually is that your

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interactions with that brand of very few

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so if you're a tin of beans you know

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people go into the supermarket and they

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pick up that tin of beans no once a week

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they eat that tin of beans once or twice

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a week they have much more interactions

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with it financial services particularly

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insurance what you make one renewal a

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year or you know it's just the statement

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that you receive in the post the rest of

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the time we're not interacting with the

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brand or when people do interact with us

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it's when they're calling to make a

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claim or make a complaint or a square

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there why their rates have gone down so

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it it's that's the biggest challenge is

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that how can we build a brand with very

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few level numbers of numbers of

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interactions and how can we help it to

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be a very positive experience when

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actually dealing an insurance company is

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quite transactional boring thing

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you

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I think the risk of rebranding a

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well-known companies it's well known so

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you're going away from something that's

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a staple something that you know

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everyone knows about and then going to

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something completely new I think the

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reason they were rebranding this case

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was because they had different

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businesses and different places around

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the world which is something I didn't

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realize when I knew norwich union had

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changed that am I never really

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understood why and I'm one of their

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clients I want their customers so I

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think in that case it was trying to bind

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together a company with lots of

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different names and different identities

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in different places which that makes a

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certain amount of sense it's like we're

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decorating a house just just because it

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looks nice doesn't mean it can't use a

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better coat of paint if I go abroad I

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like to know that my company my bank my

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my sort of my restaurant anything that I

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like so much I can go get the exact same

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thing in a different country