Following the trend at the start of the millenium of insurance companies renaming themselves to appear more modern, Royal Sun Alliance tried to shake off their old image with the fresh "MoreThan" brand and the trendy way of writing it. Has it worked? Well at least they haven't been left dehind by others making the same move - Aviva, eSure, Direct Line.
The insurance marketplace is packed full of competing companies now, with everyone trying to get their brand in on the act, Virgin, Supermarkets (Tesco, Asda, Sainsbury), Breakdown companies (The AA and RAC) and even some odd entrants. (Argos, Kwik Fit)
So companies like Royal Sun Alliance had to up their game and appeal to the new telephone and internet buyers and they've done a good job so far.