Developing a customer journey map for a brand repositioning

Challenge

Our client, a global insurance company, wanted to become one of the top 30 global brands. Key to this transformation was transforming its business from a push to a pull business model. How to get people to see insurance as an empowering tool rather than a necessary evil?

Our approach

Lean research via proprietary research (from FUSE and from our client) as well as secondary research and expert interviews

Synthesis workshop together with our client in our Barcelona offices

Preparation of a briefing deck synthesizing 12 core beliefs on which to build the renewed brand strategy

Impact

Our client used our synthesis report as the foundation for building the new brand strategy and positioning. By defining these 12 beliefs early the team were able to use them as people-centric guiding principles throughout the rest of the project.