Consumer Research Leads Standard Life to Undergo Major Overhaul

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14th February 2011 12:43 - Financial Services

Following from research into what customers want from a provider, savings and investments company Standard Life is undergoing a major overhaul of its marketing communications strategy to make it more customer-focused.

For the first stage of its revamp, Standard Life has unveiled a new logo and strapline: The Way Forward. The aim is to establish the company as the first port of call for consumers looking for “the way forward” when planning their long term finances.

Initiated last year by Standard Life CEO David Nish, a review of all marketing materials sent to customers and advisers is underway, along with an “overhaul” of all Standard Life websites, to “deliver even clearer communications” to consumers. The “repositioning” will also see a streamlining of the company’s operations.

In addition, a brand awareness campaign will be launched this month and next, while “targeted” activity is planned later in the year to push specific service developments.

Head of Marketing, Communications and Brand at Standard Life, Jo Coomber, said that research into what consumers want “has helped us to define our positioning, to show people the way forward in planning their long term finances and to support them every step of the way, so they have clear sight of the road ahead and know they can rely on us.”

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