A strategic brand platform for Købstædernes Forsikring
How we helped Købstædernes Forsikring to shape the future direction of their brand. Strategisk branding konsulent, bedste til strategi i København
Task
In the summer of 2022, Købstædernes Forsikring approached us seeking a strategic partnership to effectively build a strategic brand platform.
Defining the right Brand Architecture
We embarked on the process by conducting a Brand Architecture Workshop. This collaborative session explored the various potential brand architecture scenarios for Købstædernes Forsikring.
Through constructive discussions, we carefully evaluated the advantages and disadvantages of each option. Ultimately, the workshop provided a clear consensus on the most promising brand architecture for Købstædernes Forsikring and its valued partners.
A Vision of Being Straightforward
Købstædernes Forsikring has a vision of making insurance straightforward for everyone (Vi gør forsikring ligetil for alle). Insurance generally holds limited appeal among the Danish population. Their primary concern revolves around understanding the extent of their coverage in the event of damage, accompanied by a desire for prompt and efficient service when it comes to receiving the compensation they are entitled to.
Based on this insight Købstædernes Forsikring is committed to providing insurance policies, terms, and conditions that are easy to comprehend and user-friendly. Additionally, they strive to make it effortlessly convenient for customers to contact them whenever needed. Insurance should be made easy according to Købstædernes Forsikring.
Bridging the Vision and the Strategic Pillars
With this vision in mind, we helped Købsstædernes Forsikring to define an operational position for the brand and to determine the Strategic Pillars — or strategic areas — on which Købstædernes Forsikring should be built, both in the present and future.
From strategy to creative execution
Subsequently, we consolidated the strategy into a creative brief to serve as a foundation for the creative platform. This ensured that the creative concept aligned with the strategy and that concept development fully integrates the brand positioning and strategic pillars.
Købsstædernes Foriskring chooses Thomas Torp as their creative partner. He created a strong and impactful creative concept that both in visual design and tone of voice nailed the new brand DNA.
