Direct Line: We Solve Problems

This case study shows how Direct Line, an insurance provider in the UK, took inspiration from a Hollywood character to refine its brand purpose.

Direct Line: We Solve Problems

Principal authors: Carl Bratton and Ann Constantine, Direct Line Group; Nic Pietersma, Ebiquity
Contributing authors: Adrian Brook, MediaCom; Wez Eathorne, Hall & Partners; Richard Huntington, Saatchi & Saatchi

Summary

This paper outlines how a new brand idea can be a driving force behind an organisation's creative execution, proposition development, and operational improvement. Faced with share losses to price comparison websites and competitor brands. Direct Line adopted 'hassle free insurance that just works "as guaranteed"' as a principle to organise its way of working and win back consumer trust and business. In addition to...

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