I opened up a newspaper today. The usual procession of sensationalised nonsense, global tragedy and 14-year-old celebrities frantically trying to rewind their educations. It took about 30 seconds to read, but then the very last page – the back cover, in fact – caught my eye.
If you are a bank or an insurance company you may feel that being seen as ‘safe and trustworthy (and perhaps a little boring)’ is not a bad place to be. After all, your customers want to trust their savings, bank balances and insurance cover to someone who is sober, reliable and who they believe will be there when they need them, not someone seen as risqué, daring or amusing who might not be around very long.
