Our no-nonsense, cut the bull**** approach means a focus on boosting the bottom line. We call it “brand-led business”.   For RSA Insurance aligning the whole business on a single brand vision created efficiency by reducing the number of agencies and duplicate materials. It allowed creation and roll out of global innovation with scale and has been driven through into performance measures with more customer-focus   "The brandgym inspired and guided the board to create a new brand vision and architecture, and helped transform RSA from a product-led to brand-led organisation." Gordon Henderson, Brand and Strategy Director, RSA