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A new name in town

11 August 2004 Angelo Coppola

(11.4.04) The group consolidates its retail brands into one, with the Life and Unit trust businesses now known as Sage Financial.

Janssen Davies, CEO of Sage Financial, the renamed and combined Sage Life and Sage Unit Trusts businesses, says that they will focus on the market place where they are strongest, while maintaining their whole person philosophy, which seems to be one of their key strengths, and a differentiator

They will stay focused on the middle income market, while their secondary market, which is just as important, is the high net-worth sector and that investment business.

Positioning is not the be all and end all, says Davies, and a series of values that the business will adhere to, was also announced.

The unit trust business and the life business have traditionally been separate businesses, having been through several name changes. This has changed and now they are being combined and marketed as a single brand.

Sage Financial, says Samuel Ogbu, the newly appointed marketing director, will be a brand to be proud of, as it represents the people of Sage. The brand is essentially a promise.

The new brand will stay focused on the South African market, although there was some reference to look elsewhere over time.

New products were launched and some smart business processes introduced. smartrisk, smartsave and smartsolutions.

Janssen Davies, CEO of Sage Financial, the renamed and combined Sage Life and Sage Unit Trusts businesses, says that they will focus on the market place where they are strongest, while maintaining their whole person philosophy, which seems to be one of their key strengths, and a differentiator

They will stay focused on the middle income market, while their secondary market, which is just as important, is the high net-worth sector and that investment business.

Positioning is not the be all and end all, says Davies, and a series of values that the business will adhere to, was also announced.

The unit trust business and the life business have traditionally been separate businesses, having been through several name changes. This has changed and now they are being combined and marketed as a single brand.

Sage Financial, says Samuel Ogbu, the newly appointed marketing director, will be a brand to be proud of, as it represents the people of Sage. The brand is essentially a promise.

The new brand will stay focused on the South African market, although there was some reference to look elsewhere over time.

New products were launched and some smart business processes introduced. smartrisk, smartsave and smartsolutions.

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