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Zurich aims for &#39compelling brand&#39

Zurich financial services group has appointed Bamber Forsyth:Fitch to review its UK visual brand in a bid to differentiate itself in the market.

Its logo and corporate identity will remain the same but the aim is to improve its marketing literature and how the brand communicates with its target market and reflects its global image.

The move is intended to unite the group&#39s insurance and life businesses in the UK and develop a unique brand personality.

Bamber Forsyth:Fitch says the project is in its initial research stage and the agency is interviewing Zurich employees to decide what changes should be made to the image.

It expects the changes will mainly affect marketing communications material, including the thousands of pieces of literature distributed each week.

Bamber Forsyth:Fitch director Philip Mann says: “By developing the brand language, which will be applied across all forms of brand communications, the group can aim to really stand out in a market, which is still fairly conservative and undifferentiated. We are going to create a communication style for Zurich which expresses their understanding of their customers&#39 attitudes and needs.”

Zurich corporate iden-tity manager David Leake says: “There is huge opportunity in the financial services market to break the mould and develop a brand that is compelling. The identity champions this brand but the whole range of brand communications make it live and engages with its audiences.”

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