You can state the fact, like Staysure: 'The over 50s experts'. Or you can use a euphemism like the Australian company Apia: 'Rewarding Experience'. RIAS's slogan tells us straightforwardly that it deals in insurance for the chronologically challenged. But it accentuates the positive. What improves with age? Wine, violins, and, it is said, sex. RIAS's slogan, devised with ad agency WPN and introduced in 2009, makes a slightly bathetic addition to that list: insurance. The result is a rather banal and plodding line, which invites customers to look forward optimistically to a long-term relationship with RIAS. The slogan makes no promises about price, it's all about establishing the company's expertise.
Melrose's bid to take over GKN has just received the support of a leading activist investor.
How to persuade and influence your colleagues without them even noticing.
The Great British Bake Off star on being the first woman to run a 'serious restaurant', ageism and that unfortunate tweet.
UPDATE: The construction firm goes into liquidation after being unable to reach a deal with creditors and government.
The co-founder of West End Drinks named her gin in honour of her co-founder's father, strip club tycoon Paul Raymond.
As of tomorrow - 13th Jan - open banking is officially A Thing. But what is and how will it work for entrepreneurs?