Behaving Like A Mutual That Means Business

David Radford, Group Marketing Director at LV= offers an insight into what went on behind the scenes at the radical rebranding of the well known but old fashioned Liverpool Victoria.
In March this year LV= (formerly Liverpool Victoria Friendly Society) underwent a bold and radical rebrand. The aim was not to create a new company or introduce a new, flashy, advertising campaign, but to deliver a brand that reflected the changing face and ambition of the organisation.
The brand was not the catalyst for change – more; change was the catalyst for a new brand. This is an important distinction and defines the approach to the rebrand taken by the business, led by new Group Chief Executive Mike Rogers, recruited from Barclays in May 2006.
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