The brand story

A brand new beginning

The strength of the Scottish Widows brand owes a lot to the then-radical decision taken in 1986 to create a living logo – the Scottish Widow.

The world of financial services was changing and becoming more competitive, so we decided to create a step-change in our marketing.

Every aspect of our business was reviewed, including how our company and our values were maintained and promoted. The result was the 1986 ‘Looking Good’ campaign, which broke new ground in financial services advertising.

The impact was immediate, with Scottish Widows becoming a household name.

 

The development of an icon

In the mid 1980s there were over 120 companies competing in the long-term savings market, 10 of which had the word Scottish in their name. Clear and strong branding was essential to make us stand out from the pack.

Building ‘brand awareness’ within a limited budget meant finding a creative idea that would seem bigger than it actually was. That idea needed to make people take notice and build positive attitudes towards the brand. But it also needed to promote the message that Scottish Widows is "good with your money".

So, in 1986, we put in place a strategy which was, at the time, probably the boldest marketing move the financial market had ever seen. The Scottish Widow was created as an icon that confronted all the negative values associated with the word ‘widow’ and presented the positive values - strength, reliability, integrity, innovation and heritage.

Copyright ©2017 Scottish Widows | Copyright, companies, legal and privacy information |  Accessibility | Site map

Important Information about Scottish Widows | Read about how we use cookies

Information within this site is intended for UK authorised and regulated financial advisers only. It is not intended for onward transmission to retail customers and should not be relied upon by any other person. If you are not an adviser please return to our consumer site.

Scottish Widows is not responsible for the content of third party websites. Separate terms apply to the use of third party websites and Scottish Widows does not warrant the accuracy, reliability, availability or otherwise of these sites.

By using this site you agree to our terms & conditions of use. Please read our copyright, companies, legal and privacy information. We may record and monitor calls to help us improve our service.

Scottish Widows Limited. Registered in England and Wales No. 3196171. Registered office in the United Kingdom at 25 Gresham Street, London EC2V 7HN. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Financial Services Register number 181655.

Scottish Widows Unit Trust Managers Limited. Registered in England and Wales No. 1629925. Registered Office in the United Kingdom at Charlton Place, Andover, Hampshire SP10 1RE. Tel: 0345 300 2244. Authorised and regulated by the Financial Conduct Authority. Financial Services Register number 122129.

HBOS Investment Fund Managers Limited, registered in England number 941082. Registered office in the United Kingdom at Trinity Road, Halifax, West Yorkshire HX1 2RG. Authorised and regulated by the Financial Conduct Authority. Financial Services Register number 119223.

Scottish Widows Bank is a trading name of Lloyds Bank plc. Registered office: 25 Gresham Street, London EC2V 7HN. Registered in England and Wales, no. 2065. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority under number 119278.

Browser Warning: your browser may not be fully supported on this site. Visit our browser help page for a list of supported browsers.
close