Tokio Millennium Re Ltd. is a reinsurance company headquartered in Hamilton, Bermuda with branches in Stamford, Connecticut, USA, Zurich, Switzerland and Sydney, New South Wales, Australia. The lines of business written include property catastrophe, workers compensation and terrorism.
To strenghten its position in the marketplace they embarked on a strategic branding initiative to help shape perceptions that the value of its products is high and unique. In particular, they wanted to better understand the people who are most important to their future and use that insight to create and advantageous position in the minds of its current and prospective customers.
The Blake Project was selected for a brand equity measurement study and brand positioning workshop which gave the senior leadership team a deep sense of customer perceptions and aligned them on primary target customer, brand essence, brand promise and brand personality.