Guarantee Gold
Guarantee Gold is a personal insurance provider focused on the needs of high net worth customers in Canada and the US. Backed by the financial strength of The Guarantee of North America, Guarantee Gold is committed to delivering the highest degree of customer satisfaction while ensuring their customers are always in the know.
Industry
— Financial services
— Insurance
Branding to
— Articulate value
— Become known
— Increase sales effectiveness
Services
— Brand & value proposition strategy
— Brand identity & visual systems
— Marketing collateral design
The Situation
Guarantee Gold is an insurance product competing in the premium property and casualty product category field for over 25 years with limited success versus market leader Chubb. Due to the very low brand awareness and visibility Brokers perceived Guarantee Gold to be a significantly inferior offering that they were hesitant to recommend to their HNW clients. Furthermore, clients question the financial strength and stability of the parent brand – The Guarantee of North America, because they had never heard of it, making it even more difficult for brokers to sell.
Human catalyst
Wealthy consumers place more value on what is exclusive and only available to a select few.
Our Solution
Our brand strategy was to take our biggest weakness – lack of awareness – and turn it into exclusivity for only a select few. We positioned the product under the tagline – “Guarantee Gold, the closely guarded secret for those in the know”.
This brand strategy drove an entire creative look that centered on the idea of less is more. Using a black and gold palette with varnished accents – we created a mysteriously sophisticated look that revealed little bits of information and drew brokers into the story and ultimately their HNW customer and assets.
Additionally, we recommended to aggressively target the Chubb brokers with a branding campaign promoting “switch” based on Guarantee Gold being more exclusive than Chubb without the arrogance of the Chubb experience.
The Yield
Within the first 24-months of launch, dollar volume of policies written grew +7.6% in residential and +3.8% in auto. Guarantee Gold was able to expand business in Western Canada bringing on 18 new brokers while introducing 4 new specialty and regional product offerings.