Legal & General

Legal & General (L&G) provides a range of financial services, including investment management, lifetime mortgages, pensions, annuities and life assurance. With a score of 8.14, it comes in at number 13.

The brand idea and purpose, ‘Improving lives through inclusive capitalism’, is distinctive and serves as a great example of a purpose statement that is both relevant and authentic for a specific industry. L&G builds on ‘inclusive capitalism’ in its brand narrative and ‘Build Back Better’ sustainability strategy, which focuses on the business’s journey to net zero carbon, a better society and responsible business. We see opportunities in two key areas for L&G. The values ‘Ambition is vital’ and ‘Entrepreneurial spirit’ are distinctive but the third value, ‘Flexibility’, feels disconnected and vague. Having recently refreshed the brand, the brand personality feels somewhat disjointed as it reflects both the ‘old’ and ‘new’ L&G.