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Analysis: Unfriendly times for financial challengers.

Publication: Marketing Week
Publication Date: 03-MAY-07
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Friendly society Liverpool Victoria's rebrand as LV= raises the question of how small mutual societies can successfully promote their brands in a financial services sector dominated by big banks and insurance giants.

LV= is understood to be seeking an advertising agency to promote the rebrand (MW last week), but the minnow will have to compete with the huge marketing budgets of established brands.

A key challenge facing the organisation, which was founded in 1843, will be to shed the musty, poor value-for-money image of the mutuals as it attempts to build the brand in an already...

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