Telstra e-Business Services

Telstra e-Business Services

Fri, 14 Aug 2009

Telstra eBusiness Services is the insurance industry's leading provider of integrated e-business solutions. Their e-business products provide a vertical platform of innovative, powerful and award winning solutions to our insurer, intermediary and broking system partners.

Task

Telstra eBusiness had grown through a process of mergers and acquisitions that had resulted in confusion internally about how to position, organise and "go to market" with its company's brands, products and services. This had also led to confusion externally to the extent that one product name appeared to have more recognition and equity than the actual business name. There was also a requirement for a series of new product brands to be created to reflect a series of exciting new product entries and to reflect these as part of an entirely revised brand architecture.

Approach

Desk research was conducted to ascertain the current position and a research brief scoped to determine current knowledge gaps and to assist in confirming the current position. Depth interviews were then conducted internally to gather information and engage the internal stakeholders who had been through a number of prior ownership changes. Qualitative research was then conducted with the insurance industry and quantitative research conducted with the insurance and broker distribution channels. Subsequent findings and presentations made recommendations on brand architecture, positioning and product naming. Logo and a visual identity system was then created aligned to the Telstra (parent) brand, yet still presenting a unique but connected relationship within the Telstra eBusiness product portfolio.

Results

A deep assessment of the environment delivered an informed understanding of the market, competitors and current perceptions of the Telstra eBusiness product portfolio. This understanding informed strategic development of both the existing and proposed portfolio. A revised brand architecture and strategy for managing corporate and product brands was also provided, which allowed for and reflected future business expansion and product development. The entire portfolio was then managed, launched and implemented via a concise identity system, with accompanying brand guidelines.

 

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