How do you find an independent and courageous positioning in a highly security-oriented reinsurance market? How can a small, young market player assert itself against large, globally positioned competitors?
NewRe is a specialised Swiss provider of reinsurance products and a subsidiary of the world's largest reinsurer, MunichRe Group. In a decision to relocate and sharpen the corporate strategy, NewRe needed a comprehensive brand renewal. Hotz Brand Consultants was tasked with defining a new brand position that was clearly visible amidst larger international competitors.
- MunichRe, mother company
As part of the strategy development, a sustainable positioning was conceived, together with the management of NewRe, which brought the identity of the business as a small, flexible company to the fore with confidence.
In order to specifically promote the search for highly qualified specialists, the brand positioning was transferred to employer communication. The communication focuses on attracting people who are consciously looking for a reinsurer that is younger and more personal than its competitors and never loses its sense of humour despite the high seriousness of the business. In doing this, the HBC team were able to harness NewRe’s scale and personality as an opportunity for differentiation.
The new brand identity positions NewRe as a small but powerful player in the reinsurance market, speaking directly to target customers with a uniquely personal voice that sets it apart from the competition.
Since the successful implementation of the renewed brand, Hotz Brand Consultants has accompanied NewRe in the maintenance and continuous development of the brand. In the process, all relevant communication instruments have been developed and realised, from the annual report to events and product communication.
Development of the brand renewal was met with overwhelming satisfaction from NewRe employees and mother company, MunichRe.
“It all fits perfectly: business model, design, office concept and team. A stringent implementation of the brand values into the details.” — MunichRe, mother company