Tyndall/Suncorp rebrand months away

Group assessing brand models

By Darin Tyson-Chan
Thu 29 May 2008

Tyndall/Suncorp expects to release details of its new brand within the next three months.

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Wealth management merged entity Tyndall/Suncorp is expecting to have a brand to represent the new organisation within the next three months as long as no additional research needs to be done to complete the process.

"Where I'd say we're up to at the moment is probably between information gathering and assessing various brand models," Tyndall/Suncorp head of marketing Jo Morgan said.

Research has already been performed on the firm's target segments and distribution channels with internal feedback now being sought.

"We've got all the information about advisers' perception of the Tyndall brand . and we've also got other information relating to the strength of the Suncorp brand," Morgan said.

"So there's been a fair bit of research done but not to the extent of saying if you were to consider different models what resonates the best."

Finding a new name for the company is not the number one priority in the process at the moment.

"We're focused more at this stage on the actual models and not a name because to do it strategically from a branding perspective you need to look at the appropriate model and the values you want it to represent," Morgan said.

In that regard, she said there were two main elements that needed to be incorporated into the brand.

"I think it needs to reflect integrity and partnership. Our model has the corporate structure but also the boutiques, so that represents partnerships," she said.

In addition, the brand must represent the values of all the people associated with the company for the exercise to be truly successful, she said.

While a decision on the new brand is expected to be made soon, the full integration of the brand throughout the corporation is forecast to take 12 months.

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