Gordon Henderson, Brand and Strategy Director, RSA
Challenge:
- New role of Brand and Strategy Director at UK's biggest commercial insurer
- Mission to transform company from product to brand-led
- Clearer brand vision and positioning key to this
What we achieved together:
- Inspiring corporate brand vision and architecture
- Drove organisational change: from product silos to sector expertise
- Service innovation ideas for key broker business
- New name and identity as a symbol of change
- Major internal engagement exercise: 800+ people
The result:
- Service innovation ideas have in the first year alone generated $20m+ of new revenue.
Gordon says:
"We picked the brandgym over much bigger agencies because of their hands-on, personal service. They inspired and guided the board to create a new brand vision and architecture, and helped transform RSA from a product-led to brand-led organisation."
