If there were a lifetime achievement award for financial services branding, to my mind there could o...
If there were a lifetime achievement award for financial services branding, to my mind there could only be one winner. The biggest and best brand in the history of financial services was the original Prudential. It ticked all the boxes. Everyone knew it and it became part of the language. It had easy shorthand - the Pru; a brand spokesman - the man from the Pru; and it was fundamentally linked with their delivery strategy. And there's the rub. Think of all the other shortlist candidates for a financial services brand hall of fame - Halifax, Direct Line and First Direct. What do they have ...
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