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Revamp at Charcol in bricks and clicks bid

John Charcol and CharcolOnline are to rebrand as part of a bid to create an integrated business and achieve higher awareness in the market.

The move will see the mortgage broker drop John from its name and trade simply as Charcol.

John Charcol says the rebranding follows research which shows that only 6 per cent of the UK population recognise the brand.

The company says it does not simply want to be seen as an independent mortgage adviser but as an independent financial adviser. It will aimto attract more attention by bringing the two businesses together and rebranding its traditional arm.

Charcol will continueto be aimed at people whowant independent advice andCharcolOnline will still aimat people wanting to choose and buy products themselves but the divisions will work more closely together.

John Charcol director of marketing Mark Howe says: “We believe that a really integrated clicks and bricks service is the most powerful strategy we can have.

“Rebranding our traditional arm as Charcol will give usa strong stamp.

“We are doing this now because we are putting a lot behind a big marketing campaign this autumn, which will comprise the most substantial television campaign we have ever done.”

Bradford & Bingley, which bought John Charcol in February, says it is looking at ways to move its internet strategy forward. It is expected to launch a fund supermarket to distribute funds by the end of the year as part of its internet service.

Howe says that, although B&B&#39s overall strategy is to be an independent financial adviser sounds the same as Charcol&#39s own, the two strategies do differ.

He says John Charcol aims to continue being a much more “tailored brand” aimed at more “complex customers”.


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