BHC Insurance – Brand Development
The Challenge: How do we position BHC Insurance to large Commercial and Benefits customers?
The Solution: Through the discovery of distinctive Brand Value propositions, the creation of solid positioning concepts and developing internal and external Brand adoption strategies to empowering team momentum to deliver the Brand, BHC successfully honed their Brand to celebrate their 100-year anniversary. Hult facilitated a Touchpoint Analysis workshop and formed a Momentum Group to foster internal Brand understanding and cultural change internally, operationalize the Brand and focus on accountability. “BHC Insurance. More Than a Promise.℠” led the new Brand positioning supported by powerful visuals. BHC Insurance CEO, Marty Clark, said “Hult’s outside perspective and knowledge of the insurance industry helped us discover our differentiation and gave us a platform to launch our new position and move forward with success.” The Brand story focused on BHC’s longstanding tradition of accountability and independence with emphasis on BHC’s ability to build customized and responsive plans for businesses of any size and to deliver More Than a Promise.℠