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BRANDING NEWS: Aegon rebrands to promote global scale

Global insurance provider Aegon has downgraded its historic Scottish Equitable identity as part of a rebrand of its UK portfolio of companies, devised by Enterprise IG.

The new identity is designed to consolidate its brand in the UK market, and assist in the sale of its products and services to and through the IFA channel.

John Birnsteel, consulting director at Enterprise IG, comments, “Our two main challenges were to define the optimal positioning of the organisation in relation to its brand equities, and then express this through a visually compelling identity system.”

He explains that the new identity was developed following a year-long strategic review of the insurer's activities. “What we learned was that the way Aegon has been taking its brands to market was underplaying one of its big advantages: scale. We saw an opportunity in harnessing Aegon's low awareness to provide an offering that was refreshingly different.”

A range of new printed and online collateral has been introduced, with a high-profile trade press ad campaign beginning in September, featuring in publications such as Money Marketing and Financial Advisor, including belly-bands, DPS' and wraparounds.


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