The new Go.Compare concept: from fame to consumers' first choice thanks to a unique brand identity

In an industry dominated by gimmicks and screaming competition, the Go.Compare rebrand emerges as a beacon of strategic innovation. A household name in the UK with an awareness rate of 97%, the brand has transcended its fame to become a proactive choice for consumers looking for reliable price comparisons for essential services. This transformation wasn't just about being famous; the idea was to become the preferred choice.

Central to this rebranding was the concept that “Good Decisions Start with Good Choices,” positioning Go.Compare as a leader in consumer choice. This insight underpins the brand's ethos, underlining its commitment to putting customer needs at the forefront, unlike competitors who often rely on superficial incentives. The rebranding strategy cleverly leverages Go.Compare's unique strengths, particularly its iconic opera singer mascot, Gio Compario. By caricaturing Gio in cartoon form and placing him at the heart of the brand's identity, Go.Compare added charm and relatability to its visual narrative. This character-driven approach combined with a unique illustration style sets the brand apart in a market saturated with stock photos.

The introduction of an original typeface and a refreshed logo, which emphasizes the "Go" in Go.Compare, further cements the brand's identity. Choosing green as the primary color symbolizes action and progress, reinforcing the brand's message about making conscious choices. This comprehensive rebranding not only redefines Go.Compare's market position, but also expresses its core value proposition: credibility and empowerment of consumers to make good choices. Through strategic branding and a detailed understanding of consumer psychology, Go.Compare has successfully moved from being a well-known entity to a brand that people actively choose, establishing a new benchmark in the competitive price comparison landscape.