A large insurance group, which had recently acquired several other companies, needed to understand how the group and each of its brands were perceived compared to the positioning of other players in the industry. What is the ideal brand value proposition? What path can the group take to develop a positioning that is coherent, relevant, up-to-date and functional overall, while also considering the positioning of each individual company?

We developed a comprehensive project consisting of two main phases, the first being an assessment and the second a brand strategy phase supported by one of our partners, an expert in communication strategy. 

In the first phase, we explored the ‘point of view on the brand’ from both clients and consultants, starting with an analysis of the mindsets driving the market and measuring the strength of the group and the individual companies. 

We then conducted a desk analysis to identify consumer trends and map the competition, followed by an extensive survey and in-depth research with homework assignments and digital focus groups. 

Finally, we organised a 'generation workshop' with the management to integrate viewpoints and communication trajectories aligned with the group’s DNA and mission. The final output was the production of ideal positioning concepts and guidelines to also develop a unique group brand value proposition.

We identified an overlap in the positioning of the group brands. On one hand, if not well-communicated, this could create confusion for end customers, often disoriented by unclear and undifferentiated messages. On the other hand, if properly leveraged, this overlap could highlight the group’s combined know-how and unlock new opportunities.