Ahead of the Game podcast

Behind the Scenes at a Brand Reboot

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42:47
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In March 2020, top UK insurance brand Direct Line went ahead with a planned reboot of its successful brand. With a continued focus on the messsaging of the brand as "fixers", the character of Winston Wolf was replaced with a group of superheroes.

Host Will Francis quizzes Mark Evans on their decision to change something that already worked, and how it panned out during a pandemic. They also look at why brand is so central to everything you do online and how it is perceived by your public, stakeholders, and your employees.

Mark Evans is Director of Marketing and Digital at Direct Line Group and runs his own podcast, The Places We'll Go Show.

Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts or Spotify. And check out the DMI's extensive knowledge library and join up for free.

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    Behind the Scenes at a Brand Reboot

    42:47

    In March 2020, top UK insurance brand Direct Line went ahead with a planned reboot of its successful brand. With a continued focus on the messsaging of the brand as "fixers", the character of Winston Wolf was replaced with a group of superheroes. Host Will Francis quizzes Mark Evans on their decision to change something that already worked, and how it panned out during a pandemic. They also look at why brand is so central to everything you do online and how it is perceived by your public, stakeholders, and your employees.  Mark Evans is Director of Marketing and Digital at Direct Line Group and runs his own podcast, The Places We'll Go Show.  Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts or Spotify. And check out the DMI's extensive knowledge library and join up for free.
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