Berkleynet brand platform


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We started our relationship with BerkleyNet by collaborating with them through our brand workshop. BerkleyNet utilizes web-based technology to provide a host of online insurance applications for its agents and policyholders. A key insight in that workshop was how BerkleyNet’s business model allowed them to deliver service to their customers in real time making it real easy and real convenient. As a result of the brand workshop we created the campaign tagline, “Amazingly Fast. Ridiculously Easy.”

This slideshow is the BerkleyNet brand strategy and a good example of the key deliverable that results from a brand workshop with Numantra.

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Berkleynet brand platform

  1. 1. BerkleyNet Our Brand Platform
  2. 2. Your Brand ’s Essential Components <ul><li>Genesis </li></ul><ul><li>Intrinsic Abilities/Greatest Strength </li></ul><ul><li>Unique and Different </li></ul><ul><li>Customer Intersection </li></ul><ul><li>Brand Behavior </li></ul><ul><li>Sacred Cow </li></ul><ul><li>Promise </li></ul><ul><li>Soul </li></ul><ul><li>Strategic Concept </li></ul>
  3. 3. Genesis BerkleyNet was started by a small group of insurance professionals with a vision and passion to unlearn yesterday ’s business model in order to create the model that’s right for today . Industry leader W.R. Berkley, well known for his successful business model and his people first approach, recognized the value of this new direction and its potential for serving people. Thus, BerkleyNet was launched as the 21st century model for underwriting.
  4. 4. Intrinsic Abilities/ Greatest Strengths A profoundly deep understanding of the needs and expectations of CSRs has enabled BerkleyNet to develop a system that is inherently human in its ability to listen, respond, anticipate and adapt. For CSRs, BerkleyNet means a powerful experience that lets them get business done now .
  5. 5. Unique and Different BerkleyNet is an organic, intelligent solution that reacts in real time to both marketplace change as well as the constantly changing needs of customers. BerkleyNet means immediate, intelligent assistance and support from people that really get it right .
  6. 6. Customer Intersection Our customers value control and expect consistently good service delivered fast. Their time is important and they expect it to be respected and never wasted. We value customers that recognize efficiencies, meet their commitments, and seek strong business partnerships.
  7. 7. Brand Behavior BerkleyNet is personable. Approachable, consistent, honest, responsive, and accessible, BerkleyNet is like a trusted sidekick that is always there when needed, easy to confide in, and always ready and able to do the right thing.
  8. 8. Promise Immediacy. We do what we say we ’re going to do and we do it fast.
  9. 9. Soul We are driven by our customers ’ changing needs to make meaningful improvements in the way they do business.
  10. 10. Strategic Concept Right. The right people. The right solutions. The right process. The right technology. The right experience. The right approach. BerkleyNet is the right choice because it was specifically created to break with the past and set things right .
  11. 11. Strategic Concept Now. Time is our most valuable resource. Yesterday is over and tomorrow is too late. Now is the only time that matters. Now is always relevant. Now is always constant. Now is simple and easy. Now is right.
  12. 12. Strategic Concept Right Now
  13. 13. Next Steps <ul><li>Establish a brand positioning campaign </li></ul><ul><ul><li>Develop tagline that supports new brand position </li></ul></ul><ul><ul><li>Redesign BerkleyNet logo/icon to better reflect new brand position </li></ul></ul><ul><ul><li>Create ad campaign to notify customers and prospects about BerkleyNet ’s new brand position </li></ul></ul><ul><ul><li>Develop specific communications to customers that establish BerkleyNet ’s new brand position </li></ul></ul><ul><ul><li>Create a press release that updates the marketplace to BerkleyNet ’s new brand position </li></ul></ul><ul><ul><li>Redesign ’s homepage to reflect new brand position </li></ul></ul><ul><ul><li>Evaluate other customer facing communication (business cards, customer service scripts, invoices, email signatures, etc.) for ways to further establish new brand position </li></ul></ul>