Canada Life

Opportunity

Following a corporate identity rebrand, Canada Life had the opportunity to leverage aspects of their visual identity and apply these ‘creative themes’ to rebrand their Group Life & Health division. The client was challenged with an unaligned team and lack of unity in product branding.

Insight

Brand Matters Concept Development was employed, including customized market research to yield a differentiated brand positioning. A Helping you achieve more tagline and marketing communications program for Canada Life's multi-tiered distribution network was developed. Brand Matters led internal alignment to ensure consistent use of the new corporate brand application across product groups (individual life, group and pensions).

Results

Brand Matters assisted Canada Life with its brand-building, such that it was deemed very attractive from a goodwill and market equity perspective. Immediately following the completion of our project, Canada Life was purchased by Great West Life in one of the largest Canadian insurance acquisitions on record.

Brand Matters Relevant Expertise

Market Research & Brand Insight™ | Brand Strategy | Internal Brand Alignment | Brand Identity