The insurance industry was consolidating. A series of mergers and acquisitions was reshaping the competitive landscape. Empire Life saw an opportunity to break out of their niche market with an expansion of their financial services offerings. To do so, they would need to redefine and bring greater awareness to their brand.
Following the Brand Matters’ Brand Differentiation Model™, we undertook extensive analysis of internal and external perspectives of the current brand image. A new brand strategy emerged, which informed a new positioning, Committed to finding solutions. Marketing team education followed as well as participation in the development of the first integrated strategic marketing plan for Empire Life.
In a resource-effective manner, the new focus on external branding is allowing Empire Life to build their brand following a strategic, measurable process.