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CSE Insurance Group


Retooling the business strategy of an evolving property and casualty insurer sets the stage for a wholly repositioned financial brand.

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CSE Insurance Group


Retooling the business strategy of an evolving property and casualty insurer sets the stage for a wholly repositioned financial brand.

challenge

The company was letting its heritage define its future state and not looking at the data on its segments and agents.

Opportunity

Research substantiated a strategic repositioning of the business and created the catalyst for a new CSE brand.  

exponent

Rather than take a mandate at face value, we sought to validate its underpinnings and had the gumption to be frank with our client.

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The Challenge


The Challenge


The Challenge

CSE Insurance Group, a regional personal and commercial P&C provider owned by a major French conglomerate, COVEA, had overhauled its management, product, service and operations platform and was ready to focus on a refreshed brand identity. The firm was focused on expanding its share of the public service employee market it had focused on for decades.

Carpenter Group discovered that CSE’s loyal insurance agents had widened their reach to the general market. In addition, aggressive competitors were rapidly gaining traction with consumers by aligning products, services and experiences to segmented needs—including those of public employees. 

The Opportunity


The Opportunity


The Opportunity

Revealing data and recommendations that contradict the client’s beliefs can have interesting consequences. For CSE, the timing spurred due diligence at a corporate level and initiated change throughout the organization. A recast business strategy laid the foundation for brand strategy.

Carpenter Group proposed brand architecture and nomenclature as well as messaging to support CSE’s go-to-market segmentation schema. Ultimately, it delivered CSE’s new identity and marketing platform. Consumer surveys validated the choice of “Good policy people” as the firm’s positioning, a fresh reality-based visual style and “We love your stuff” as the company tagline—all of which expressed the caring nature of CSE’s culture.

The Exponent


The Exponent


The Exponent

CSE’s new brand propelled the company forward with employees and agents, and delivered a more competitive proposition for consumers and businesses in its market.

The brand debuted in conjunction with a move to newly designed offices that took on its aesthetic cues. Senior leadership hosted a brand day, and employees were immersed in the importance of their role in delivering on the brand. At the same time, CSE embarked on a roadshow to deliver executive-level support for the firm’s optimized market segmentation model and to introduce agents to new presentation and promotional tools. Today, the CSE Insurance Group brand can be experienced on the web, through its agents and service centers, in social media and as it expands its community. 


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