New analysis: A short history of broker rebrands as Ardonagh bins ‘Towergate’
Yesterday Insurance Age revealed that Ardonagh Advisory is to become Everywhen, with the long-standing brand Towergate among those disappearing. Jonathan Swift takes a look at other post-2000 broker rebrands for pointers as to whether it might be successful or not.
When Insurance Age first learned of the new brand with which Ardonagh was going to take its UK business forward I could not help but think of actress and martial artist Michelle Yeoh kicking and punching her way around the multi-verse.
But putting aside references to the 2022 Oscar winning film Everything Everywhere All at Once, Ardonagh Advisory is to become Everywhen, which according to the Oxford English Dictionary is an adverb that means at ‘all times’ and ‘always’.
As with all rebrands these
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