Agency: Ammirati Puris, Toronto | Author: Not credited |
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Clarica
Executive Summary
In October 1998, the Globe and Mail asked image consultants what they thought of Mutual Life's intention to change its name to Clarica. Amidst the snickering, one consultant said: 'This looks like amateur nightand you can quote me. The name leaves me cold. It sounds like hairspray.very feminine.' John Partridge. The Toronto Globe and Mail, Report on Business, October 1, 1998.
When the new name was announced in March 1999, even the media in Waterloo, the home town where the company is...