Isis looking to prove the doubters wrong

Group report

The marketing men have done a grand job on Isis and pushing its star managers, yet some rivals feel it all adds up to a triumph of form over substance

Would you choose to name your company after an ancient Egyptian goddess who married her brother and fashioned snakes out of mud and saliva? Well, that"s exactly what the marketing men did at the firm now known as Isis. Perhaps the image makers thought some of the deity"s characteristics would rub off on the company. After all, Isis not only revived her dead husband Osiris, she was also worshipped as the goddess of magic and healing. Isis was formed by the welding together of Friends Ivory & Sime and the investment arm of Royal & SunAlliance, an insurer that has fallen on hard times. Perha...