Projects · Verbal Brand, Visual Brand, Marketing Planning
Challenge: A strong and consistent Berkley brand enables the operating businesses to focus on what they do best: lead within the specific areas of insurance that they specialize. The result of a strong corporate brand empowers the Operating Units to focus on category-specific marketing messages, thus creating a greater degree of consistency and clarity, along with the flexibility to maintain relevance in a dynamic and rapidly changing marketplace. That is the foundation for TWIO Brand’s work with Berkley One, the newest of the 60-plus operating businesses within the Berkley portfolio of companies.
Solution: Berkley One operates within the property-casualty sector known as high net worth. It is designed to appeal to consumers who are very affluent, mobile, and who demand highly personalized and customized products and services. TWIO Brand’s process combined internal and external qualitative interviews to better understand to what extent inside perceptions of the new company squared with perceptions of brokers and agents from outside. Knowing this would give Berkley One management a clear idea of what resources, capabilities and competencies are most valued by prospective customers and, the degree of confidence those customers had in Berkley’s ability to deliver on them. TWIO Brand’s research and recommendations suggested Berkley One go to market with a solution that articulated and resonated with the needs and aspirations of affluent consumers. Secondly, TWIO Brand recommended that the brand fuse message, appearance and tone to be relevant to a more contemporary consumer, whose wealth is still emerging. Finally, we stated that the brand emphasize and prioritize the experience of the customer, over the attributes of specific products and their features.
Result: Berkley One (TWIO Brand also developed the company name) is being officially launched in Q4 2017 as the industry’s newest, most innovative high net worth property-casualty insurance brand. Berkley One’s position is to be the insurance company created for those who see life as adventure, and pursue it with passion. The focus is to create an individualized brand of protection for a new type of affluent insurance consumer. It is summed up in the Berkley One brand mantra: Protecting Modern Lifestyles.