Setting the scene

Mustard was instrumental in helping Royal & SunAlliance to re-brand as RSA globally and validate the brand proposition to inform its future direction and positioning.

The context

Mustard had been working with Royal & SunAlliance and its marketing consultancy to deliver insights to help them understand how they were perceived in the insurance market amongst consumers, businesses and third-party intermediaries. This research was used by their marketing agency to inform the development of four potential brand propositions that the insurer could adopt as part of its rebrand to RSA. There was an urgent need to test and validate each of these candidate propositions across key markets and target audiences.

What we did

We completed 8 focus groups, c.70 tele-depths and c.2000 CATIs with personal and commercial end-users and brokers, engaging with customers and prospects across 11 markets – UK, Ireland, Canada, Denmark, Sweden, Lithuania, Latvia, India, the Middle East, Brazil and Mexico. All groups and interviews were completed in the local languages. For the interviews we shared visual stimuli on each of the propositions online during interviews to elicit views. The whole project was turned around in 6 weeks so that RSA could share the final proposition with colleagues at their pre-scheduled leadership conference.

The results

Through the research we were able to identify which brand proposition resonated most positively across the majority of audiences and markets, and also how this could be developed and improved to enhance its appeal. This preferred proposition was subsequently adopted as part of the rebrand to develop a consolidated positioning globally and differentiate RSA from its key competitors. We subsequently worked with RSA to track progress in aligning the brand to its new positioning across a number of key markets.

The response