Branding in Practice

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Branding In Practice

Branding 3rd Issue …

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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

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Brand Attractors Brand Deflectors

Brand ChallengeInsurance 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.

Branding Brief

Brand OpportunityTo show consumers the importance of Insurance and prove that it’s a social Organization that Cares about them

• Big History and Heritage• Expertise • strong Financial background• Leader in Retail Insurance

• Absence of Brand identity• Lack of credibility• Lack of consumer orientation• Lack of Media Presence• Consumer Perception as “Money

Making Organization”

Target Audience25-40 years, Urban, male/female, middle and upper income earners, having family

43 Stages

1st - Finding Uniqueness, Differentiation, Zagging

2nd - Story Telling

3rd - Creating Experience

51st Stage – Zagging Techniques

Going Through 10 Questions/Checklist

Checklist #1

What do we believe In?

We believe that Insurance is a business of TOGETHERNESS

Source: Saatchi & Saatchi

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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.

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Checklist #3

What we do?

We are improving social and financial environment through customized Retail insurance packages.

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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.

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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

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Checklist #6How do we do what we do?

We believe that valuable things are created together, with team spirit and helping each other.

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Checklist #7Who loves Us?Ones who care about social environment. Who believe that their

strength is in Unity

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Checklist #8What is our Tone of Voice?

• Supportive• Caring• Calm• Humane• Compassionate

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Checklist #9

What is our True line?

We create Insurance by bringing people Together

Checklist #10What is our Tagline?

Better Together

14All together - Brand Platform Framework

Product

Positioning

Style

Mission

Vision

Values

Brand Motto:

Better Together

• Helper• Supporter• Side kick• Caretaker• Protector

• Supportive• Caring• Calm• Humane• Companionate

We believe we will change Insurance Culture in Georgia. In the next 5 Years Health Insurance will be in each Georgian Family.

We offer customized Retail Insurance packages

We are the only company who make consumer-tailored, customized individual packages

We Improve social and financial environment through customized Retail insurance packages.

Source: Thomas Gad

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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 …

163rd 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/

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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 [email protected]