| Scottish Provident
2009 REBRAND 100 Winners > notable
Industry/Sector: Financial Services/Insurance
Enterprise Rebrand
Country Base: UK - Scotland
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting -
Scottish Provident operates within the Protection Market in the UK, offering Life and Critical Illness Insurance, through Financial Advisors.
Challenge -
• The previous brand had suffered at the hands of several owners with under-investment. New owners saw the potential to re-establish the brand.
• Once regarded as innovative, the brand had lost ground to competitors.
• The name still had recognition and was associated with a quality product, but the brand had become dated and tired, reflecting badly on the products and services offered.
Strategy -
• Draw on the brand history of over 170 years, together with the strong Scottish heritage; unique attribute giving both depth and credibility.
• Underline the human side of the buisiness; protection is all about people - helping them to a better future through difficult times.
• Commission bespoke photography,
• Reassure the key audience and sales conduit (the Financial Advisor) as to the quality of the product to ensure continued sales.
Result -
• After launch in May 2007, 96% of Financial Advisors liked the brand.
• Attendances at sales seminars have more than doubled.
• The brand has now begun a journey direct with the consumer.
Credits:
Client: Scottish Provident- www.scottishprovident.com
Brand Strategists/Designers: fst The Group - www.fstthegroup.com
| |
