Bundling and updating

Zilveren Kruis Achmea is one of the Netherlands’ largest health insurers. The brand stands for quality, clarity and help when this is needed, with the aim of keeping people as healthy and active as possible. Zilveren Kruis Achmea forms part of Achmea, along with a number of other brands, and has been bundled into the Healthcare division.

In 2010 Achmea decided, based on an analysis of its brand portfolio, to give Zilveren Kruis Achmea a more prominent role within the field of healthcare. With this in mind, it was keen to update the positioning and corporate identity of the brand. The lesser-known brand Groene Land Achmea was to be restructured and taken off the market.

Our task was to replace the Groene Land Achmea brand with Zilveren Kruis Achmea within a nine-month period and, at the same time, to bring the updated Zilveren Kruis Achmea brand onto the market.

Central link in the process

We worked out the costs, benefits and savings of this brand project and developed implementation scenarios in advance. Partly based on our advice, the decision was taken to phase out the Groene Land Achmea brand gradually by the end of the year so that the complete rebranding could be brought to a conclusion on 1 January 2011.

During implementation we acted as a central link between all the parties involved, such as internal departments, design agencies and suppliers. Our specialists provided advice and insights with regard to using the brand style on all potential brand carriers. Regular interim reports were given on the schedule, progress and budget. This allowed Marketing and Communication to focus on communicating with the company’s stakeholders.