How the merger between 2 financial services companies succeeded towards creating a single brand strategy.
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| The client... | |
| Swiss / US / UK Re-insurer (8000 employees in UK, US, Switzerland and Tokyo) | |
| The issue... | |
| "We need one market facing brand" - acquisitions had created two cultures / brand positions. | |
| What we did... | |
| Supporting the central marketing team, we established firstly the case for one brand position built on core organisational values. We then facilitated a process whereby the current core values set was identified and linked to brand positioning. The new strategy was subsequently embedded through the utilisation of a balanced scorecard methodology supported by a company wide staff communication programme. | |
| What happened as a result... | |
| 18 months after the interventions, employee opinion survey showed greater understanding of company marketing strategy. | |
Click here to download this case study in pdf format.
