Sad news. Norwich Union is to change its name to Aviva. As a student of Creative Writing at UEA, I was - and am - often in Norwich - a city famed far and wide for its eponymous life insurance company. Aviva strikes me as the sort of bland globalspeak that does no one any good, and aims to avoid striking any chords or nerves - but its very blandness rankles. I suppose it does have the latinate life at its root - but the better name was the one that had a home, a real city, at its heart.
POETRY, POLITICS, PROVOCATION AND POPULAR CULTURE SINCE 2005 - 15 YEARS AND over 3.5 million visits - British Library-archived