Overhauling an Image
	REPUTATION MANAGEMENT

A national auto insurance carrier was preparing an image overhaul to secure a competitive advantage in a particularly unstable market. The market had become stale, and it was important for the carrier to enhance its brand to ensure relevance. This effort included a name change for its subsidiary company.

The Pert Group approached this challenge by utilizing a variety of tactics:

• An Internet survey evaluated a list of possible brand names for the subsidiary company and tested potential messages compared to competitive messaging.
• Measurement criteria focused on appeal, believability and importance.
• Research provided insight into the most prevalent sources the target audience used to find information about auto insurance.

The research highlighted clear direction for a new subsidiary brand name, which was selected and effectively employed. Additionally, the messaging was adjusted to incorporate the most salient value proposition in all marketing communications. The initiative allowed the company to confidently and successfully transition to their new image in spite of the surrounding market upheaval.