• Brand positioning
  • Business to business
  • Global

A project to develop a brand positioning and promise for the US market that would fit with the new global brand ambition, but also resonate specifically with the needs of US customers. The insight-based brand promise needed to link together the needs of employers, employees and brokers. Three routes were developed and researched qualitatively and quantitatively. The winning route highlighted the new reality of work and life blending and merging at a faster pace than ever before.