Direct Line Insurance: How a red 'phone grew a super product into a superbrand

Direct Line has grown from a low cost motor insurer into a superbrand with nine separate businesses and £355m profit, thanks to its famous 'Red Phone' Advertising. By creating a disproportionately high level of customer demand and loyalty, it has generated economies of scale creating the highest margins in the entire UK insurance industry. This has created a minimum additional profit of £1 billion since 1990 - every £1 spent delivers over £4 profit