BACKGROUND / CHALLENGE:
Founded in 1872, Zurich is a global insurance company that provides a wide range of property and casualty, and life insurance products and services in more than 210 countries. Zurich’s customers include individuals, small businesses, and mid-sized and large companies, as well as multinational corporations.
In 2002 Zurich the business had grown both organically and via acquisition Farmers Insurance and Scudder and leadership wanted to reposition the brand to signify its role both as a corporate holding company overarching a set of business brands (e.g. Farmers), as well as a direct, customer-facing brand in the UK, US and other markets.
We embarked on a four-month engagement with global leadership and key stakeholders. We visited Zurich headquarters three times, London twice and other major hubs including Los Angeles to learn about the business, its unique qualities, customer needs and competitive strengths and limitations.
We explored a range of brand positioning ideas eventually selecting the idea ‘Creating Confidence In A Changing World’. The positioning conveys Zurich’s role as well as suggesting what Zurich provides to its customers as a financial services organization – both as a powerful partner to a family of business brands. It creates confidence through its products and services, interactions, communications, processes, resources, systems and relationships with all its stakeholders.
This big idea was then clarified and embellished through a powerful manifesto:
We create confidence among our employees by providing them with a secure and stable working environment where they are encouraged to create helpful solutions.
We create confidence among our distributors and customers by being a powerful and reliable partner who understands their needs and protects their privacy.
The confidence we instill is an emotional, tangible, physical experience that enables people to live securely – confident in the knowledge that their assets are protected through insurance and their future secured through investments.
It’s what our business is all about.
Today, the Zurich business and brand continues to thrive with 2019 revenues at just over $4B. While the company is still headquartered in their offices in central Zurich on historic Myntheqaui street, the company’s new, modern Zurich North America Headquarters was created with brand’s positioning in mind “designed to reflect the company’s global reach, world-class stature and a company that strives to represent confidence – strength and stability, which are core values of the Zurich business model”