What do they do?
Tide Insurance is a new MGA challenger brand in the luxury and superyacht insurance sector. Founded by seasoned underwriters with a passion for new technology their mission is to disrupt and innovate in an insurance sector where a somewhat old-school analogue approach is the norm.
What did they need?
This was a "from scratch" brand creation, for a funded startup who were determining their brand positioning and messaging for the first time, and doing so in a mature sector with a number of established competitors.
What did I do?
Brand Platform creation – Using my established process I started by asking the founder team to answer some questions about their audience, commercial proposition and the current state of their sector. I then conducted my own research into what brand claims their competitors were making and where the opportunities and pitfalls lay in establishing the correct positioning.
We held an in-person brand workshop where we were able to to take a deep dive into the detail, examine the cultural map of the sector and the desires of the target audience (in this case a B2B2C audience reaching customers via a broker network.
The final messaging was created to showcase Tide's ability to deliver insurance products with speed, accuracy and exceptional service to the customer. Their innovative use of technology is conveyed as a sensibility, not a technobabble explanation.
