BrandMatters

Promina

Promina Group is an Australian insurance company. It employs over 7,200 people in 210 offices across Australia and New Zealand, and traces its operations back to 1833.

Task

BrandMatters was engaged to create the brand strategy aligned to the business strategy, to organise and make recommendations on completely revised brand architecture and to create and execute the entire brand infrastructure across three businesses, along with the launch plan. This included documentation related to the recommended strategy for the listed entity as well as the creation of divisional business unit brands. Subsequent to the strategic development was the launch execution of the brands, including the entire brand change out, across three businesses, logo and brand identity development and the implementation of the marketing communications strategy.

Approach

The entire business strategy was interrogated and a subsequent brand architecture recommendation was made. This was a complex process and project, involving the management of various and often resistant stakeholders with entrenched points of view. After strategy development and approval, brand naming, logo and identity development commenced. Promina was a coined word emphasizing leadership and performance (derived from words such as prominence, professionalism and pro-activity). The logo represents both a gemstone and a leaf – the gemstone symbolising the diverse, multi-faceted nature of the business and the leaf representing the birth and future of the restructured organisation. The name, together with the logo development was chosen to reflect the multi-faceted nature of the business in Australasia. An integrated approach was taken when developing the launch strategy which included executions across a variety of mediums, for Promina, Asteron and Vero.

Result

What resulted was the creation of the Promina, Vero and Asteron brands and visual identities and the formulation and execution of an integrated communications strategy. The activity assisted in the successful listing of Promina, resulting in over $1.9 billion raised for the float in May 2003. Given the overall success of the business in October 2006 Suncorp-Metway Limited, made a A$7.9 billion bid for the purchase of Promina Group which was subsequently approved on 20 March 2007.