Case Study

Creating an Internal Brand for Competitive Difference

Issue:

A large national insurer sought to create a competitive difference through strong internal branding among employees that would contribute to a stronger external brand.

Approach:

The Blackstone Group conducted focus groups among employees using our proprietary methodology called Persona IPB™ (Image, Positioning and Branding), which:

  • Gave a rich voice to the employees’ perceptions of the brand heritage;
  • Provided an understanding of brand perceptions today; and
  • Revealed insights into what the focus should be moving forward.

Results:

Through the Blackstone Group’s robust analysis of employees’ brand attitudes, the company formed a shared internal vision that drove a competitive external brand strategy.