Allianz’s brand director on what’s in a name
View from the Top: Carolyn Rich, Allianz UK’s brand director, reflects on how to build an effective insurance brand following the provider’s recent ad campaign launch.
A company’s ‘brand’ has never been a straightforward concept. For many people, they view brand as simply a logo, a colour palette or a tag line.
But the reality is, done properly, a brand is much more
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