GoCompare overhauls brand as sector moves on from ‘shouting loudest’

GoCompare is overhauling its brand, introducing a new look and feel, new marketing campaign and new positioning as it looks to make its point of difference clear in an increasingly competitive market.
The shift is being led by CMO Zoe Harris, who joined GoCompare almost a year ago from Reach (previously Trinity Mirror). The brand direction aims to better tell GoCompare’s story as a founder-led business that she says puts the focus on offering customers the best deal, rather than the cheape