2. Task
Our Client is Retail Insurance Company that is operating in
Georgian Market (Caucasus).
Chief Branding Officer wants to brief us for creating new
Brand Platform
2
3. Branding Brief
Target Audience
25-40 years, Urban, male/female, middle and upper income earners, having family
Brand Challenge
Insurance Culture is not developed in Georgia. Consumers perceive insurance as a waste of money.
They do not rely on our “Client”. They see it as a trick to make a profit.
Brand Opportunity
To show consumers the importance of Insurance and prove that it’s a social Organization that
Cares about them
Brand Attractors
•
•
•
•
Big History and Heritage
Expertise
strong Financial background
Leader in Retail Insurance
Brand Deflectors
•
•
•
•
•
Absence of Brand identity
Lack of credibility
Lack of consumer orientation
Lack of Media Presence
Consumer Perception as “Money
Making Organization”
3
5. 1st Stage – Zagging Techniques
5
Going Through 10 Questions/Checklist
Checklist #1
What do we believe In?
We believe that Insurance is a business of TOGETHERNESS
Source: Saatchi & Saatchi
6. 6
Checklist #2
Who are We?
We are Team, where doesn’t exist a word “I” but “We”. We unite people, who
help each other when someone is in need.
7. 7
Checklist #3
What we do?
We are improving social and financial environment through
customized Retail insurance packages.
8. 8
Checklist #4
What is Our Vision?
We believe we will change Insurance Culture in
Georgia. In the next 5 Years Retail Insurance will be in
each Georgian Family.
9. 9
Checklist #5
What is Our Uniqueness?
We believe that each consumer is Important. We are
the only company who make consumer-tailored,
customized individual packages
10. 10
Checklist #6
How do we do what we do?
We believe that valuable things are
created together, with team spirit
and helping each other.
11. 11
Checklist #7
Who loves Us?
Ones who care about social environment. Who believe that their
strength is in Unity
12. 12
Checklist #8
What is our Tone of Voice?
•
•
•
•
•
Supportive
Caring
Calm
Humane
Compassionate
13. 13
Checklist #9
What is our True line?
We create Insurance by bringing people Together
Checklist #10
What is our Tagline?
Better Together
14. All together - Brand Platform Framework
Product
14
Mission
We offer customized Retail
Insurance packages
We Improve social and
financial environment
through customized Retail
insurance packages.
Brand Motto:
Positioning
We are the only company who make
consumer-tailored, customized
individual packages
Better Together
Vision
We believe we will change
Insurance Culture in Georgia.
In the next 5 Years Health
Insurance will be in each
Georgian Family.
Style
•
•
•
•
•
Supportive
Caring
Calm
Humane
Companionate
Values
•
•
•
•
•
Helper
Supporter
Side kick
Caretaker
Protector
Source: Thomas Gad
15. 15
2nd Stage - Story/Plot
The story of Insurance is very close to the Idea of “togetherness”.
During Hellenic Epoch, Old Greek Sailors used to get together and keep
jewelry in a secret place before they used to go to the sea. In case,
anyone would be robbed by pirates, he was compensated …
16. 3rd Stage - Character
Company is characterized as The Caregiver archetype. Altruist, Parent,
Helper, Supporter, Mother, Side kick, Caretaker, Protector, Philanthropist…
Caregivers are dedicated to the safety, comfort and welfare of others, and
are fearful of selfishness and ingratitude
Source: http://www.inspectorinsight.com/archetypes/
16
17. 17
Thank You
Vakhtang Antadze
GUM Category Manager Caucasus
Kraft Foods Georgia LLC
Part of the Mondelēz International
Family of Companies
Direct: +995 32 2200 180 (Ext.108 )|Mobile: +995 599887098
19 Davit Gamrekeli Str.,Business Centre Palati, Mansard Offices No.46
-47|Tbilisi,Georgia
Vakhtang.antadze@mdlz.com
