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    Growth oriented companies
    Branding to support an aggressive growth strategy




    Business
    Benfield Corporate Risk was launched in 2005. A sub-brand of Benfield, the global reinsurance intermediary, Benfield Corporate Risk was an insurance company that focused on large complex risks. The business needed to gain revenues from day one and therefore needed immediately to communicate its positioning and be identified as part of the Benfield Group.



    Brand Architects’ Strategy
    An initial workshop identified a strong synergy between the parent company and the new entity. It also confirmed the businesses positioning as providing insurance for large and complex risks. Further internal research and analysis was undertaken that concluded that the essence of the business was no-nonsense. This was articulated in the positioning line “The Power to Lead the Way”. This was used consistently through all brand touch points to quickly embedded the positioning with the target audience, large corporates.The visual language of the brand was based on the Groups but also included big, black and bold imagery.



    Value Added/Solution
    The strong brand and differentiated position created a solid platform for the launch of Benfield Corporate Risk, and it has grown and developed as a business. The endorsement of the new brand through the use of the Benfield name helped build its reputation. The new entity however, had a clearly defined brand of its own which used bold typography and imagery to convey the big and complex business risks it enjoyed structuring.

    In 2003, Benfield, the parent brand, had a market capitalisation of £579m. The Benfield Group, including Benfield Corporate Risk was acquired by Aon in August 2008 for £844m.

    Our Expertise
    Re/Insurance
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    Law Firms
    Growth Oriented Companies
    Case Studies
    Branding to change the face of healthcare

    Consolidation for Growth

    Branding to support an aggressive growth strategy

    Repositioning in the nuclear industry

    Exporting a niche recruitment brand
    On Your Agenda?

    • Talent loss / retention

    • Undifferentiated business offer

    • Lack of alignment in the business

    • Difficulty in selling a complex
      proposition

    • Laborious decision-making

    • Disparate internal cultures across sites
      or territories

    • Loss of market share

    • Lack of staff engagement with the
      business

      To discuss how to get them off
       the agenda call: 020 7960 4170
       or email:
       info@BrandArchitects.com
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