No one buys what you sell—they buy what is of value to them.
“Thanks to all our work together and the Brand Pyramid, our global marketing finally has a solid foundation and direction. We’ve come an amazingly long way in the last 5 months!”
Cecilia Powell, Chief Communications Officer, PartnerRe
PartnerRe is a $6.5 billion global insurance company with financial operations on five continents. They were struggling with the issue of developing a global advertising campaign and had spent nearly a year going back and forth with their advertising agency with creative ideas that could not be approved by senior management. Tronvig Group was brought in to resolve the issue and lay the strategic foundation for the global advertising campaign.
We diagnosed the problem as a lack of agreement on the basic principles with which the campaign could be evaluated and the absence of a coherent Brand Idea for the company. In our initial workshop with the management team, Tronvig Group established that the organizational Brand Idea should be “partnership.” Remarkably, this idea, which is inherent in the company name, had been lost in the confusion of product diversification and acquisitions.
The brand strategy based on partnership served as the foundation for a global marketing campaign that was distributed in 2014-15 and it supplied the principal concept for the campaign. All creative vendors for the company now had a solid brand rubric to assess any tactical activity and the company could work to operationalize both the brand strategy and Core Values across the globe. More generally, it allowed communications and human resources initiatives to become unstuck. The Brand Pyramid findings were also applied to the global website in 2014, facilitating a dramatic shift from talking about features and attributes to customer-focused benefits based on their newly clarified Brand Idea.
Ad Creative from Agenda NYC based on strategy