AND THE CLIENT SAYS
"We had a solid 100-year-old company and a great reputation with retail partners for producing quality American-made products—including the #1 selling Wonder Mop. Ir..."
Andrew Libman
Vice President Sales and Marketing
Libman Company
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CASE STUDIES
CNA Insurance
A $67-billion company, CNA found itself with disparate internal design teams operating independently in two geographic locations - a corporate identity applied inconsistently and not applicable across all product areas and brand expressions that differed by product and market.
PROCESS
THINK
- Creation of a unified brand communication platform that could accommodate multiple product groups, audiences and distribution channels and allow for flexibility of expression among business units
- Development of the CNA internal brand map and articulation of core brand values and application for each target segment
- Crafting of an over-arching positioning statement and full brand messaging hierarchy
- Development and implementation of graphic identity/standards program throughout the organization
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PLAN
- Creation of a unified brand communication platform that could accommodate multiple product groups, audiences and distribution channels and allow for flexibility of expression among business units
- Development of the CNA internal brand map and articulation of core brand values and application for each target segment
- Crafting of an over-arching positioning statement and full brand messaging hierarchy
- Development and implementation of graphic identity/standards program throughout the organization
ACT
- Creation of an integrated marketing and advertising program including print, online, direct mail and key field communication pieces
- Orchestration of CNA's many partner resources and internal creative department
- Function as the steward for the CNA brand, ensuring the corporate style guide maintains relevancy as the organization's business strategies change and evolve
RESULTS
An overall strengthening of CNA’s balance sheet leading to an upgrade in financial rating status and a 40% increase in stock value in 24 months.
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