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Mountain of IFAs want to see return of Perpetual

IFAs want Invesco Perpetual to resurrect the Perpetual brand and put it at the forefront of its retail marketing campaign, according to a Money Marketing online poll.

Eighty-one per cent of IFAs feel Invesco Perpetual was right to bring back the famous mountain to its marketing and advertising.

The survey of 121 IFAs shows 66 per cent want Invesco Perpetual to go further and reintroduce Perpetual as a stand-alone brand.

Egg design director Martin Fox says: “Perpetual is a strong brand based on performance, with a logo that looks like a graph going up. When Axa took over Equity & Law and Sun Life, they managed the transition to the Axa brand very carefully.

“Invesco have had a difficult time, because they have less clarity in their brand than Perpetual used to. There is no obvious message.”

Franklins Financial Services IFA Ken Thomp-son says: “I am often baffled as to why companies drop their names, logos and so on. The Perpetual mountain symbolises achievement and it stood for something. It is a very familiar image.”

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