These days takeovers, mergers and acquisitions are commonplace. However they require a great deal of management to be successful, and the focus is understandably on the core business activities and brand proposition. M Consulting was called in to assess the operations of a number of recently merged insurance broker businesses. Our research highlighted that the market had become confused over what the company now specialised in and there was a lack of brand cohesion internally. We presented our findings and proposals to the Board.
Management agreed that a rebranding and market re-education exercise was required and a 12 month process began to create the new brand and a common culture internally. From creative work for the new brand and re-designing the existing website, to an internal staff newsletter, organisation and running of marketing workshops across 20 offices to ensure buy-in and consistent use of the new brand, and production of a marketing tool kit, M covered all bases. Then the external work began, with PR to launch the new brand into the market and maintain awareness. The company was successful in securing a position among the top 25 largest brokers.
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