Spreading the word

Mike Walker, chairman of the Institute of Risk Management, is determined for the body to reach a wider audience. Lynn Rouse talks to him about how he plans to do this, and the challenges that lie ahead

When Mike Walker was elected chairman of the Institute of Risk Management in December, he pinpointed two priorities for his year in charge: increase the IRM's market presence by promoting its

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Why insurance companies love furry faces

Building desirable brands in the insurance market is a challenge, but it all boils down to the right level of distinctiveness, and of course, it helps to have a lovable mascot that evokes an emotional connection, writes Rob Allen, strategy partner at branding and design agency Coley Porter Bell.

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