positioning

an international insurance business

There should be no such thing as a 'commodity market'. Every product or service should be capable of becoming a brand: even in the insurance sector, renowned for being slow to change and 'much of a muchness'. I really enjoyed working with this brilliant client, who believed the same.

We had three things in our favour: (1) an organisation with a truly unique culture (2) a core truth, on which a compelling narrative could be developed (3) a client team committed to creating a distinct brand.

What the culture and the truth revealed was a demonstrable point of differentiation. And one that was highly prized both internally and by clients. It enabled us to define a position of 'creating certainty'.

In a sector full of worst cases, 'what ifs' and 'reasons why not', the positive and future-focused attitude we conveyed inspired record growth in the business and a new environment of service innovation.