Sharpening the brand as a differentiation from the competition
In order to survive in a highly competitive market, it is essential for the Humana brand to take a clear position. On the one hand, this helps to pool all resources and forces internally so that everyone pulls together, and on the other hand, a sharpened positioning in marketing communication helps to address the target group accurately and reach them with relevant messages.
Uniform model for international use
With the brand key model, a widely used framework was chosen which makes it possible to represent the facets of a brand holistically in a congruent narrative form, but is not unnecessarily nested and complicated. Since Humana operates worldwide, the sharpened brand model should also be used to achieve an agreement between a wide variety of markets on a coherent brand image that can take up the respective circumstances and competitive situations.
Collaborative process in brand development
In close cooperation with DMK marketing managers, the international competition was located across countries in a matrix, the historical background was summed up and the expectations and needs of the target group were precisely presented. On this basis, a complete brand model was created that formulates the essence of the Humana brand, names its values and expresses what benefits it offers to the target group.
Derivatives for communication
For marketing communication, concrete conclusions were made from the new brand positioning, which will be used in future campaigns and in the brand presence across all touchpoints from packaging to the website:
1. A new claim that succinctly sums up the brand's core message
2. An authentic tone for all communication channels that reflects the personality of the brand
3. A characteristic visual world that visually conveys the values and promise of Humana
These elements have been brought together in a comprehensive brand platform, which serves as a guide for all international marketing activities.
