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The Good, the Bad, & the Quantifiable

The Good, the Bad, & the Quantifiable. Steve Ryan Director of Communications. Ray George. Tony Ross. Our Branding Partners. Five Steps to Successful Branding. Admit you Have a Branding Problem Obtain Top, Down Support Conduct Solid Research Perform Internal Alignment Nail the Creative.

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The Good, the Bad, & the Quantifiable

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  1. The Good, the Bad, & the Quantifiable Steve Ryan Director of Communications

  2. Ray George Tony Ross Our Branding Partners

  3. Five Steps to Successful Branding • Admit you Have a Branding Problem • Obtain Top, Down Support • Conduct Solid Research • Perform Internal Alignment • Nail the Creative

  4. 2005 Changing Marketplace

  5. The leader in delivering proven knowledge solutions that drive powerful business results for the risk management and property-casualty insurance industry.

  6. Chartered Property Casualty Underwriter (CPCU) Associate in Claims (AIC) Associate in Commercial Underwriting (AU) Associate in Risk Management (ARM) Associate in Reinsurance (ARe) Associate in General Insurance (AINS) Accredited Adviser in Insurance (AAI) Associate in Personal Insurance (API) And numerous others The Institutes Programs

  7. Time MBA and eMBAs Other Designations More People With Degrees Alternative Delivery Methods

  8. Changing our Business Model • More nimble • Focus on problem-solving • Enhanced delivery & integration options

  9. 2006 New Business Model vs. Old Brand

  10. American Institute for Chartered Property Casualty Underwriters and Insurance Institute of America

  11. The Problem Boiled Down to This • Brand Awareness • Who we are • Brand Accuracy • What we do

  12. Step 1: Admit You Have a Branding Problem

  13. 2007 Branding Initiative Begins

  14. Step 2: Obtain Top, Down Support

  15. Step 3: Conduct Solid Research

  16. Unresponsive Glacial Old-fashioned Anti-nimble Traditional Difficult Slow to adapt to technology Cumbersome Ivory Tower High quality Respected Knowledgeable Concerned about customers Friendly Valued by the industry Ethical Professional It’s 2007: How do we see ourselves?

  17. Responsive Customer-Focused Quality Authoritative Current Knowledgeable Cutting Edge Easy to do business with Effective Essential Ethical Excellent Flexible Globally recognized Innovative Leader Premier Relevant Respected Valued And in 2015?

  18. Research was a key input into collaborative strategy development Strategic and Competitive Analysis Internal Interviews Segment Market and External Interviews Define Preliminary Brand Strategy Collaborate and Refine Brand Strategy “Better Decisions – Better Results” What We Deliver How We Deliver It We are a professional development services organization that provides relevant knowledge solutions to the P&C insurance industry and its people that help drive better decision-making to propel business success We work collaboratively to understand your business needs to deliver unique, timely, and flexible solutions that develop your most critical assets – your people.

  19. 2008 Positioning and Alignment

  20. Step 4: Perform Internal Alignment

  21. Step 4: Perform Internal Alignment

  22. Internal Workshop Goals • Inform employees about new brand • Educate employees about what a brand is and is not • Engage employees in dialog about brand • Uncover potential roadblocks to implementing the brand • Identify brand touchpoints for creative phase

  23. 2009 Development

  24. Step 5: Nail the Creative

  25. The Steps in the Process Review HawkPartners research Interview key executives Conduct a competitive audit Establish business goals Capitalize on market opportunity Present summary of findings Develop transitional model Establish decision tree & brand architecture Create brand positioning & brand identity

  26. Creating the new brand Develop positioning statement Create name & tagline to support brand Present the new brand identity Establish implementation steps

  27. The New Brand Position Proven Knowledge. Powerful Results. The Institutes are the leader in delivering proven knowledge solutions that drive powerful business results for the risk management and property-casualty insurance industry.

  28. The New Brand Identity

  29. The Identity Rationale • Positions the company to match its current and future mission • Symbolize The Institutes and how we conduct business • Represents an organization that is moving forward • Each arrow represents aspects of Proven Knowledge: Content, Assessments, Custom. • The fourth overlapping arrow represents the collaboration and the ability to use our flexible solutions to meet unique needs. • The arrows point to the right, representing how we help our customers and students achieve the Powerful Results • Historical connection to our current logo: Education, Research, Ethics. Reflects the coming together of the American Institute for CPCU, the Insurance Institute of America and the Insurance Research Council.

  30. 2010 The New Brand Debuts

  31. Standard Flyer

  32. Standard Brochure

  33. Home Page Ad

  34. Co-Branded Flyer

  35. Catalogs

  36. Online Learning Course

  37. Online Learning Logo Variant

  38. Diploma Seal

  39. Excellent ad survey data Strong support from employees Favorable customer reactions Positive board response

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