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CNA Insurance
THINK
- Facilitation of informational interviews with business leaders in each business unit
- Identification of synergies and potential obstacles to developing corporate brand
- Secondary industry and competitive research audit
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
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