The brand of make believe

- John O'Roarke, LV general insurance managing director
- 28 Feb 2008
- Indicative reading time: 1 minute

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The news that Aviva is considering whether to drop its 175-year-old Norwich Union brand made me thin...

The news that Aviva is considering whether to drop its 175-year-old Norwich Union brand made me think about the relevance of brands in today's general insurance market place.

Aviva seems to be leaning

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