CASE - TRAVELERS BRAND REINVENTION

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Challenge
For a major Fortune 100 firm, create a compelling brand identity that helps reinvent the company. The solution has to be a big enough idea to be a long-term strategic platform for product and service innovation not just a communications idea, and needed to overcome being significant outspent by competitors.

Driving Insight
The way the entire industry was acting was in contradiction with the very thing they were supposed to be experts in. Risk is constantly evolving, yet many of the practices in the category are based on the presumption that conditions and risks remain the same, year-long policies being just one example.

Result
'Insurance in-synch' is a powerful, value driven proposition that fuels confidence because it embraces the relentlessness of change and inevitability (not to mention desirability) of adaptation and adjustment. It raised significant implications for re-engineering aspects of the company's operations in order to deliver real proof of the promise. Being the leaders that they are, Travelers invested accordingly.
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