Co-operative Financial Services (CFS) is dropping the CIS insurance moniker as it attempts to align its brands more closely with the Co-operative “master brand”.
The brand overhaul follows the merger last month of CFS owner The-Co-operative Group with United Co-operative to create The Co-operative Trading Group.
The move will lead to a more consistent master brand for the enlarged group, to encourage cross-selling and brand equity across food, travel and financial services.
CFS marketing director David Newman says CIS, which stands for Co-operative Insurance Society, will be scrapped in favour of The Co-operative Insurance. The Co-operative Bank brand will remain, while umbrella group CFS will be made “more consumer facing”. However, the Smile internet bank brand will remain.
The launch of the new name is expected to take place over the next year. Newman says: “It will make a big difference across the group now we are all pulling together. The fact is we have all been focusing on our own brands.
“It will be very helpful in terms of cross-trading.”
Newman, speaking exclusively to Marketing Week, confirmed the details as The Co-operative Bank begins a six month advertising push focusing on the 15th anniversary of its stance on ethical credentials. The press and outdoor awareness campaign, which has been created by Dig For Fire, will be deliberately copy heavy in an attempt to explain in detail the bank’s positioning and policy.