Case Studies
IAG
IAG’s direct insurance brands in Australia are NRMA Insurance in NSW, NRMA in Queensland, SGIO in Western Australia and SGIC in South Australia. In 2006, the brands were disjointed. Despite the businesses having a largely common “back end” (operations, product management, claims and contact centres), the brands were positioned and presented differently in each market – largely driven by legacy issues and competitive standing. NRMA Insurance in NSW being the established market leader, SGIO and SGIC market followers, and NRMA in Queensland a relatively young brand with a strong challenger positioning.
The first priority was the determination of the brand “model” – should the brands be positioned the same or differently, and why? A purpose-led approach was agreed whereby all brands share the same core philosophy, but have greater degrees of freedom around how they approach their individual markets via marketing communications. This purpose was to become the backbone of all branding efforts – the single organising principle that brings into alignment everything the company does and everything the company says.
After extensive consultation with Head Office and frontline staff, a guiding philosophy was agreed that encapsulated the beliefs, spirit and values of the organisation.
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