BrandMatters

Asteron

Asteron is a modern, dynamic financial services organisation providing life risk insurance, wealth management, financial planning and trustee services in Australia and New Zealand. Following Suncorp’s merger with Promina in March 2007, Asteron joined the Suncorp Group. As a member of this family Asteron enjoys substantial financial stability and security, and can draw on over 170 years’ experience in financial services.

Task

Asteron was an entirely new brand within the new Promina Group, formally known as Royal & SunAlliance Financial Services. Having created the Asteron brand, BrandMatters’ subsequent task was to create a new and sustainable brand and marketing infrastructure program, during a period of rapid change, growth and transformation.

Approach

BrandMatters created brand and marketing strategies and combined these with market research insights, project discipline and practical assistance around implementation. These inputs delivered a wide array of targeted outputs, including recommendations around brand positioning, marketing concepts as well as development of appropriate marketing support materials. This included new product development, national advertising, internal and external launch road shows and events, revised adviser sales materials and new client facing communications.

Results

An integrated, hands on approach, aligned to key business and marketing objectives delivered a wide range of results including a new brand, an integrated marketing program and a range of new products and product enhancements. In addition to this a series of measurement systems were also put in place with appropriate research systems set up, to measure current and future performance.