Objectives
To identify the true values driving the culture
To communicate the values so that they could be remembered,
understood and lived
To create a compelling statement of the values that could be used in “elevator pitch”
Parameters
Interpretation of the research confirmed that the value had to be:
Easily understood especially important for non-native English speakers
Resonate with the business
Not trite or obvious
Brand Architects’ Strategy
The project commenced with a workshop to understand the marketplace, the challenges and issues. This confirmed the operating environment and Benfield’s differentiation within it. Research was undertaken across US, UK, Europe, South America and Australia in different areas / levels of the business to understand the unique culture and to help define the values held by employees.
During the research stage it became apparent that the Benfield culture could not be explained in a few words. The Benfield brand was emotional and evocative and to capture this, a values movie was proposed capture the energy, nimbleness and can-do spirit of the business.
The brand movie was introduced by the CEO, Grahame Chilton and captured the essence of the three values that could not be communicated in words alone. The movie created an experience of the values. A simple but compelling sentence of the values was also created:
One Team with an Enterprising Spirit and a Passion to Deliver
Added Value / Solution
The value added by articulating the culture is difficult to define but was appreciated by the management team.
In conclusion we identified the values through extensive research and defined them so that they encapsulated the culture.
Benfield state;
Our values have contributed to the success of the Group for many years. We all live these values in our day to day roles at Benfield, they are:
One Team
Enterprising Spirit
Passion to Deliver
At Benfield we all hold a unique set of values that mean we demand the best for our customers and will create it if it does not already exist. This is especially true when market conditions are challenging and our commitment to make our customers more successful has never been more important.
Our values enable us to achieve our vision of leading the market in complex risk solutions through innovation, expertise and excellence. They make Benfield the company that it is and they differentiate us in our highly competitive marketplace. They drive our need to constantly innovate and our enthusiasm to find and deliver the best solutions for our customers.
One Team
Our One Team approach means we get the best out of all Team Members around the Group. It allows us to have the freedom to draw on any Benfield resource to satisfy a customer in the knowledge that we will be met with genuine openness and a willingness to contribute - working and winning as a team.
Enterprising Spirit
Our Enterprising Spirit is expressed by our energy and enthusiasm to challenge, innovate and create new solutions. Our Enterprising Spirit gives us the freedom to seize on an idea and to deliver it. We are not constrained by internal barriers so we can access the best skills and experience in the Group – quickly and easily.
Passion to Deliver
We are committed to finding the best solution for our customers. Our sheer tenacity and determination drives our hunger to achieve for our customers and creates a real passion to deliver.
